‘The People Are Revolting’: The 1 Percent Should Think Twice About Mocking Mainstream Brands
When Italian design house Moschino swiped the look of a Windex bottle for its Fresh Couture luxury perfume earlier this year, the oxymoronic twist felt familiar to educated elites who can spend $82 for 3.4 ounces of eau de toilette.
After all, the unexpected elevation—everything from Duchamp’s 1917 “Fountain,” to Warhol’s 1962 “Campbell’s Soup Cans,” to Damien Hirst’s dead tiger shark in formaldehyde—is now such a part of the art world that it is … well, expected.
Reversals such as these are now part of high fashion, too. Moschino’s Jeremy Scott, in particular, is known for appropriating the language of the masses. Past Moschino collections have included fashions that looked like Hershey’s chocolate bars, bottles of Budweiser, McDonald’s “Happy Meals” or even the cartoon character SpongeBob SquarePants. In addition to the Windex-like spray bottle, Moschino’s 2016 spring-summer collection riffs on rubber gloves, car wash brushes and feather dusters—all of which are everyday items that hinge on manual labor.
It’s all just artsy, tongue-in-cheek fun, right?
In an America that has given rise to the xenophobic rants of @RealDonaldTrump and open discussion of “class wars,” maybe not.
When I saw Fresh Couture’s Windex-inspired trade dress, my first thought was of Americans […]