Fashion Memes have exploded onto the digital scene, becoming a cultural phenomenon that reflects and shapes our relationship with style. More than just fleeting internet jokes, fashion memes are a complex form of online communication that critiques, celebrates, and ultimately, democratizes the often-exclusive world of fashion.
Like internet memes themselves, fashion memes defy simple definition. They are constantly evolving, drawing humor from the ever-changing landscape of trends, designer quirks, and street style mishaps. They serve as a visual shorthand, instantly recognizable to those in the know, and often hilariously baffling to outsiders. Fashion memes offer a playful escape from the seriousness often associated with high fashion, while simultaneously fostering connections among fashion enthusiasts. They can tackle serious topics like sustainability and ethical consumption with humor, making these conversations more accessible and engaging. Ultimately, much like life, the essence of fashion memes is elusive and constantly in flux, and perhaps that’s part of their enduring appeal.
Fashion memes, to truly appreciate them, require a certain level of fashion literacy. From dissecting avant-garde silhouettes to mocking ubiquitous It-items like the heart-emblazoned Comme des Garçons PLAY sneakers, these memes operate on layers of inside jokes and shared cultural references. The fashion industry, often perceived as self-important, provides fertile ground for meme creators. As fashion ascends to higher echelons of exclusivity, the accompanying absurdity of both clothing and personalities intensifies, making it ripe for comedic dissection. The “Seven Circles of Hell, Fashion Edition” meme perfectly encapsulates this hierarchy, illustrating the escalating obscurity and pretension as one delves deeper into the fashion world.
But why delve so deeply into fashion memes? Are they not merely a distraction, a way to kill time online? While they certainly offer entertainment, fashion memes are much more. To understand their true impact, we’ve spoken with leading figures in the fashion meme community. From pioneers like Vetememes, Meme Saint Laurent, and Fashion Wankers, to rising voices like Anarchokapitalism, we’ve explored the multifaceted world of fashion memes. We aim to uncover their educational role, their influence on the fashion industry itself, the vibrant (and sometimes toxic) dynamics of their online community, and much more. Join us as we unravel the enigma of fashion’s most captivating digital mystery: the fashion meme.
Before the age of memes, online fashion communities were nascent. Early internet forums and social media groups laid the groundwork for the meme culture we know today. For many Gen Z and millennial fashion enthusiasts, online platforms like Instagram, Reddit, and Facebook became breeding grounds for meme creation and consumption. These spaces fostered global connections, and with that connectivity came the collective power to generate and share memes. Many recall formative experiences in online groups dedicated to fashion humor, spaces where users created original memes, shared existing ones, and built communities around shared jokes and fashion references. Just as every subculture develops its own in-jokes, fashion naturally spawned its own meme ecosystem.
Fashion memes typically center on current trends, often poking fun at outlandish outfits or the sometimes-ridiculous nature of high fashion. The rise of social media and the culture of constant online sharing have fueled the proliferation of fashion memes, creating a self-referential, meta-meme landscape. From humble beginnings in online forums, fashion memes have transcended these niche spaces, propelled by the visual nature of platforms like Instagram. Each fashion week, every runway show, provides fresh fodder for meme creators. And for those who dedicate themselves to scouring the internet for fashion faux pas and meme-worthy moments, the content is seemingly endless.
The key takeaways about fashion memes are clear:
- No one in fashion is immune to being memed.
- Certain fashion items, like Rick Owens designs, often achieve meme-worthy iconic status, while others, like heart-adorned sneakers, become perennial targets of online jest.
The influence of memes has permeated even the most niche corners of fashion, including archive fashion communities. Today, even casual Instagram users are likely to encounter fashion memes on their Explore pages, courtesy of prominent meme accounts. To fully grasp the current state of fashion and the pervasive presence of memes, we must look back to the 2010s. This decade witnessed the rise of social media as the primary source of digital content consumption. Information became increasingly accessible, and the average fashion consumer became younger and more digitally native. These factors, coupled with the inherent elitism of luxury and archive fashion, were crucial in shaping modern fashion and the memes it spawned.
Since the dawn of the internet, memes have served as a form of digital comedic relief in a world often perceived as chaotic and overwhelming. This function directly translates to fashion memes. As Instagram gained dominance around 2012, fashion meme accounts began to emerge and flourish. Before these dedicated accounts, “starter pack” memes laid the groundwork for fashion-related humor. These memes mocked specific style archetypes and their associated clichés. The “hypebeast” starter pack, for example, would feature Supreme apparel, trendy sneakers, and bold logos. Conversely, the “minimalist” starter pack would showcase a Steve Jobs-esque turtleneck, stonewashed jeans, and “dad shoes.” These early starter pack memes paved the way for more nuanced and specific fashion jokes online.
As Instagram became the dominant platform for daily digital consumption, information accessibility became increasingly globalized. Barriers to entry for fashion information and consumption diminished. “Mood board” accounts and archive fashion pages proliferated, contributing to the content saturation we see today. The machinery for consuming fashion content and memes on Instagram became streamlined, accessible to anyone with a smartphone and internet access.
The consumption of fashion content and fashion memes online is surging, while the age of the average consumer is decreasing. Davil, the founder of Vetememes, emphasizes the generational aspect of meme comprehension: “You have to grow up in a certain generation to fully grasp it. Boomers are completely out of the picture when it comes to a lot of memes.” With a substantial following on Instagram, Davil witnesses firsthand the widespread consumption of fashion memes. Whether a meme features the heart-eyed Converse Chuck Taylor or Rick Owens Geobaskets, Davil recognizes that “memes have penetrated the mainstream market,” and a broad audience now understands the jokes.
Alongside the globalization of fashion consumption, another factor fuels the explosion of fashion memes: luxury elitism. Karsten, the founder of Meme Saint Laurent, points out that “fashion has never truly been a non-toxic community, even before the Internet.” A significant portion of this toxicity stems from the perceived pretentiousness and gatekeeping within luxury and high fashion brands. These brands often erect barriers to entry, targeting a specific, exclusive audience. Davil of Vetememes echoes this sentiment, noting that “the fashion community in general is elitist by default” and can exclude certain consumer demographics. This inherent elitism provides fertile ground for fashion memes. Karsten believes that fashion memes serve as a “counter-cultural” force against this elitism, reminding everyone not to take fashion too seriously. Mocking the gatekeepers is refreshing, and fashion memes contribute to broadening the concept of fashion to be more inclusive.
Given the prevalence of fashion memes, the adage “if you can’t beat them, join them” has become a reality. Luxury fashion houses are now incorporating memes into their marketing strategies. Instead of being the butt of the joke, brands are turning the humor on themselves to expand their consumer reach. A prime example is Alessandro Michele’s Gucci “Le Marché des Merveilles” watch collection. The accompanying Instagram campaign was saturated with #TFWGucci memes directly related to the watches. Creative directors are now keenly aware of the impact of fashion memes and are integrating witty captions and meme-like imagery into their campaigns. This represents a complete cycle, where memes initially mocking fashion are now embraced and utilized by the industry itself.
This convergence of fashion memes and luxury brands can be attributed to Demna Gvasalia, often considered the “OG Meme Lord” of fashion. As the founder of Vetements and current creative director of Balenciaga, Demna has skillfully leveraged fashion meme culture. His Vetements collections contained intentionally meme-able elements, attracting attention from both consumers and parody accounts. Vetememes itself arguably owes its existence to the infamous Vetements AW2016 raincoat, which, as Davil recalls, “everyone would have… and it became a meme,” inspiring the creation of the Vetememes raincoat. Demna not only embraced Vetememes but also publicly stated that Vetements would not pursue legal action, expressing appreciation for Davil’s project. This embrace of fashion memes predates the widespread adoption of meme marketing by luxury brands. Demna genuinely found the humor in it and recognized the alignment between Vetememes and his own meme-baiting marketing strategies.
With projects like the #DHLVetements collaboration, where Vetements partnered with their shipping provider DHL for a t-shirt line, Demna solidified his embrace of the fashion meme community. He carried this approach to Balenciaga, elevating meme-driven design to a new level. Balenciaga marketing campaigns and lookbooks often subtly referenced internet fashion memes. Pieces like the Balenciaga IKEA-inspired bag, platform Crocs, and the “T-Shirt Shirt” were deliberate attempts to inject humor into high fashion. It was as if Demna was designing pieces specifically intended to become memes. What began as 2D images on meme accounts now graced the pages of Vogue Runway and Paris Fashion Week. The internet’s reaction was predictable: consumers labeled these creations as both ironic and iconic, generating massive online buzz. A thousand memes translate to a thousand sets of eyes on Balenciaga.
Whether one appreciates fashion memes or not, their presence is undeniable. The current fashion landscape has created a space for them to thrive. With designers and creative directors now embracing internet humor, fashion memes are poised to remain a significant force. However, this proliferation of fashion content, both genuine artistic expression and humorous memes, has both advantages and disadvantages for the fashion community.
To fully understand the impact of fashion memes, we must examine both their positive and negative aspects. The core of fashion memes is humor, a subjective element that resonates differently with various audiences. Some may take memes seriously, while others simply scroll past. The effects of consuming these memes are always individual and varied.
Memes, in general, carry a somewhat negative connotation online. No one enjoys being the subject of a meme, as it often implies being laughed at, rather than laughed with. Fashion memes, in particular, can present problematic gray areas if misinterpreted. If taken too seriously, fashion memes can belittle consumers of specific products. Imagine investing in a coveted designer piece only to see it become the subject of a viral meme. The memes can sometimes hit uncomfortably close to home.
Fashion memes, being niche humor, can inadvertently create barriers for those outside the fashion meme community. Someone unfamiliar with this online subculture may be oblivious to the jokes being made at the expense of their “heart-eye” sneakers. Someone wearing Rick Owens Ramones might find them humorously misidentified as Converse Chuck Taylors in a meme comparing the two. This dynamic can ironically amplify elitism within fashion, as memes become tools for insiders to ridicule those perceived as outsiders or less knowledgeable. Fashion memes can, unintentionally, empower some to belittle others for their brand choices, even if the target audience is unaware of the joke.
And then there are the toxic comments. Scrolling through comment sections under fashion memes can reveal a barrage of negativity, often from anonymous accounts targeting specific brands or styles. Davil of Vetememes acknowledges this toxicity, noting that while everyone should wear what they like, wearing certain items, like CDG Play Converse, can feel like “signing your death sentence” online, given the internet’s tendency to “gang up on certain things.” This harsh reality is an unfortunate aspect of the fashion meme world.
Despite these downsides, fashion memes offer significant benefits. Their widespread dissemination can lower barriers to entry for those curious about fashion. Memes can spark curiosity, prompting viewers to research the brands and trends being referenced. They can also effectively promote important messages, such as sustainability in fashion. Fashion memes often champion “F*ck Fast Fashion” sentiments, contributing to broader awareness and advocacy. They also amplify “cancel culture,” holding brands and individuals accountable for problematic behavior. Fashion memes played a role in increasing transparency regarding racism and microaggressions within the fashion industry. Karsten of Meme Saint Laurent recalls how memes contributed to diminishing the influence of fashion influencer Ian Connor after sexual assault allegations surfaced, providing much-needed commentary on controversial figures.
Fashion memes also provide universal humor, uniting diverse audiences. Despite differences, people can bond over shared laughs at fashion’s expense. Ollie, founder of Fashion Wankers, emphasizes this community-building aspect: “…Memes probably saved my life to some extent, because it was just fun. It was just a community of people… just people having fun, laughing at things that were inside jokes and made you feel welcome.” Fashion memes offer comedic relief in an industry that often takes itself too seriously, reminding everyone that, ultimately, “it’s just a joke, bro.”
Throughout history, revolutions in communication have reshaped society. From written language to the printing press and the telegraph, each advancement has profoundly impacted human interaction. However, the ongoing internet communication revolution arguably dwarfs these past transformations. From political discourse to media consumption and meme sharing, digital communication has fundamentally altered human behavior and the world around us. A key development within this revolution is the instantaneous and widespread sharing of memes. Memes have become a ubiquitous tool for communication, utilized by individuals, businesses, governments, and organizations of all kinds.
Beyond their broad communicative function, the memes we consume and share reveal much about ourselves. Memes often serve as identity markers, reinforcing our self-perceptions and signaling our values to others. Fashion memes, while often lighthearted, are no exception. They communicate aesthetic preferences, class affiliations, consumer habits, and even moral stances.
While many fashion memes are purely for entertainment, their underlying messages often carry deeper meaning. Memes that poke fun at specific products, designers, or consumer groups go beyond simple critiques of “good” or “bad” taste. They signal aesthetic values, class identity, consumer identity, and even moral values.
Consider a meme comparing Visvim and Kapital. Such a meme implicitly communicates the creator’s views on these brands. By portraying Visvim as overpriced and unattainable, the meme creator identifies with the segment of the fashion community priced out of luxury brands. By positioning Kapital as a more affordable and accessible alternative, the meme suggests an affiliation with a different consumer group. This signals class identity, whether intentionally or not.
Furthermore, the meme offers a stylistic critique. By depicting Visvim as “drab” and Kapital as “actually original,” the meme conveys aesthetic preferences. It suggests that the creator values originality and finds Visvim derivative. Through consuming, sharing, or creating fashion memes, we signal our values and identities – aesthetic, moral, consumer, and class-based. This process reinforces our self-perceptions and communicates them to others.
Memes play a significant role in shaping our online identities and personas. They serve as both internal and external validation of our self-image. By sharing and engaging with memes, we consciously or unconsciously signal to others the type of person we are and the values we uphold. Fashion memes are no exception. Statements like “Chrome Hearts is overpriced crap” or “CDG Heart shoe bad” convey far more than their literal meaning.
The way we construct our online identities through memes is a relatively new phenomenon in human history. Next time you share or create a fashion meme, take a moment to consider its deeper implications. Reflect on what it might reveal about your own identity and values, even if it’s just for fun. You might gain new self-awareness, or simply confirm your existing perspectives.
Having explored the history and present state of fashion memes, what does the future hold? According to those within the fashion meme community, predicting the future is complex. There’s no definitive answer, but insights from our interviews offer potential scenarios.
Fashion Wankers suggests a cyclical nature to fashion memes, mirroring fashion trends themselves: “They always come full swing… memes are just as easy to follow [as fashion trends]. If you’re actually listening and you’re watching and you’re seeing how people react, what’s performing well, what’s not. It’s like designing jokes. It’s the same as designing clothes in a sense.”
Meme Saint Laurent highlights the rise of TikTok as a potential new frontier for fashion memes and criticism: “If you’re smart about how you post what you post, you can get content out to a lot more people than on Instagram, it’s so much easier to grow a community on there… I think TikTok is going to be a pretty big platform for fashion criticism. It’s a lot easier to do fashion criticism on current events by speaking in a video format, but condensing it down to three minutes at this point is doable. I can definitely see a huge part of culture being invested in TikTok.”
The future of fashion memes likely holds multiple possibilities, mirroring their multifaceted nature today. Fashion memes are undeniably impactful. The fashion industry can profit from their virality while meme creators and consumers continue to find humor in it all. We will likely continue to embrace fashion memes as a form of cultural expression.
Ultimately, the world of fashion memes is boundless. What began as simple mockery has evolved into a complex space for creativity, critique, and comedy. Fashion memes influence our perceptions of fashion and its participants, shaping our choices in both positive and negative ways. They possess both pros and cons, uniting diverse communities while potentially creating insider/outsider dynamics. Though seemingly superficial, fashion memes carry deeper meanings, reflecting our values and our relationship with fashion and the wider world.
Perhaps most importantly, fashion memes remind us not to take fashion too seriously. It’s just clothes, after all. So, next time you encounter a fashion meme, appreciate its multifaceted nature and its surprising depth.
TLDR: Fashion memes are more than just jokes. They significantly impact the fashion world, offering both benefits and drawbacks. They unite diverse groups while potentially creating exclusivity. Fashion memes, though seemingly shallow, possess deeper meaning and can teach us about our perspectives on fashion and life.
