In this episode, we coin a new term for one of the most interesting creative impulses of our generation: #SWAG Dadaism. Like the original Dadaists responding to the whiplash of industrialization and WWI, a certain subset of young creatives are responding to the vertigo of global instability and breathless technological futurism through fashion assemblage, IP maximalism, and a fearless embrace of all things chopped and random. We conduct a historical survey from Clement Greenberg’s theory of kitsch and the avant-garde to the early days of meme culture to explore page fashion parodists of the past decade. We also get into Justin Bieber and Timothée Chalamet’s parallel #SWAG rebrands, the collapse of the secondhand market and its unexpected creative upside, and how #SWAG exists as the antithesis of refinement culture.
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