During the last few seasons the world of fashion has rekindled the love for the old 80s flame. Humor has once again become part of the runway. Whether it’s in the form of ironic statements or whimsical prints in a pop art kind of way, fashion seems to have developed a higher sense of humor. The question is why is this happening?
When looking at the SS14 runway shows, one can note all kinds of different humoristic touches. At Ashish the Coca Cola brand was used in a way that puts product placement in a new light, and can be argued to put an ironic spin to consumers’ brand awareness in an Andy Warhol kind of way. Devastée and Fay put forth childlike prints in the form of scribble and cartoon print. The cartoon aspect – being used a lot during the past seasons – could perhaps be viewed as a paraphrase of nostalgia, fragments of the childhood that have materialized into clothing.
At Moschino humor and whimsy culminated in a modernized Alice in Wonderland tale. Whimsy could also be found at Kenzo where a reference to fishing created not only humoristic but also a political statement. The humorous side of fashion gives another take on apparel and can be said to create a balance to chic and minimalistic silhouettes as well as discuss and materialize the changes in the world. Through humor fashion has also proved to possess an ambiguity that reinforces the creativity and power of the industry. It keeps things interesting.
By simply viewing the upcoming season, the use of humor in fashion can also be claimed to be a way of creating a pastiche of society, culture and memories. Referencing all type of artist, be it Andy Warhol or Lewis Carroll, clearly stating that the fashion world is more than just a surface. However it is important to keep the balance in mind and not go overboard. A joke that is too obvious isn’t that funny.
