Generation MeMeMe – heroes of our time

 

Christopher Kane, Marc Jacobs and Jonathan Anderson explicitly switched to a new consumer wave in terms of psycho, color palette and mood. In their SS 2017 menswear collections they’ve demonstrated what awaits us for the next five to eight years, who is going to be a new target audience, which every year is becoming younger and more infantile.

Christopher Kane SS 2017

Christopher Kane SS 2017

Marc Jacobs SS 2017

Marc Jacobs SS 2017

Kenzo SS 2017

Kenzo SS 2017

J.W.Anderson SS 2017

J.W.Anderson SS 2017


Generation Z are people born between 1996 and 2010. Their philosophical and social outlook was influenced by the global financial and economic crisis, the development of Web 2.0 and mobile technologies. Being local in digital world Generation Z lives with information drop counter.

While Mark Zuckerberg, the ambassador of the Y generation, founded Facebook in his 20, the generation Z reps start their public activity even earlier: Logan LaPlante, 13-year-old theorist of modern education, already takes the floor at TED.

     
         

Moreover, all Gen Z were born in the era of globalization and post-modernism. And since the "building blocks" for this are arrogance, denial of hierarchy, egotism and narcissism, the "dark side" of Generations Ζ is intuitively called MeMeMe. They do not consider it necessary to observe the rules of etiquette, if it is contrary to their beliefs. They won't flatter or win favor to earn extra points. Traditional gender roles are blurred, due to which the Gen Z specimens often have problems with self-identity that is reflected on their image.

Barcelona

Paris

Kiev

Seoul

The recent Internet sensation – a festival short film "Noah” – is just about MeMeMe. Two students of the Canadian Film Institute, Walter and Patrick Woodman Cederberg, took a 17-minute film as a thesis, which better than any articles tells how it feels like to be MeMeMe.

Generation Z are definitely people with different paradigm of thinking, but so they are and so they see themselves in this world. They got contradictory time with its own characteristics. They deal with it as they can. And we can only learn how to speak their language of fashion. But the next generation, which scientists have already given the name Alpha, will be radically different...

 

Text Stanislav Zimin

Images Vogue.ru

Recycled fashion

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