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This essay was originally written on an October day while seated on a bench in New York’s Madison Square Park. When I would travel to the city, I would visit museums with people who inspired me. But on that particular day, time was short. I had two hours to spare and I wanted to make them count, so I chose to make my own museum of sorts. I put my AirPods in, hit play on what would turn out to be one of Virgil Abloh’s final DJ sets.

For the first hour and 14 minutes, I researched his years between 15 and 41. And then the tone of the DJ set’s flavor of music shifted for a few minutes and inspired me to write what you’ll read below.

To me, the moment represented the feeling in a museum when you feel spoken to by art. You relate to the context of what you see t in front of you and you look over to the person to your right and you explain it with a passion. As I switched from research to writing, I was “talking” to the person (you) on my right through written word.

These are my thoughts on one of the great polymaths of our time. The final three paragraphs were added upon his passing. This is for Virgil Abloh.

“An Idea I Had”

We are so quick to put women and men in a box that we fail to see the beauty when they do not fit in either one. For me, this is the fascination with polymathic types and there are few who fit the mold more than you. You are a mix between left brained and right. How did you strike a balance between the two?

I have so many questions.

How did the son of a Ghanaian seamstress and painter fit in at Boylan Catholic High School? Did you make yourself small for those years or did your prized grandiosity breakthrough the monotony of high school sameness? Did you say that you were from Chicago even though you were a suburban kid? What were your influences while you were there? Did you enjoy the school’s philosophy curriculum and its theology courses?

As an engineer at the University of Wisconsin, what was more difficult for you: Multivariate Calculus? Linear Algebra? Probability and Statistics? Differential Equations? Was earning your Civil Engineering degree your happiest moment at the time?

When you were at Illinois Institute of Technology studying for your Master of Architecture, which was a more important moment for you? Was it observing the construction of the building designed by Rem Koolhaas or the classes themselves? What, in you, made you look at the civil engineering in front of you and choose fashion for your primary form of expression? Did you ever get to speak to Koolhaas about his brand philosophy of selling a brand instead of marketing clothes? Did you visit his Beverly Hills Prada store?

I found your first moment of culmination. This is where your inspiration meets your influence meets your education meets your will.The blog that you called home, The Brilliance, highlighted the fact that nearly 13 years ago to the day, your first T-shirt entitled “Medallions en bleu” sold out in a week at Colette. Did you know that you could build a fashion empire before this moment or is this what it took to confirm it within yourself?

It was a smart first approach: a venerated name in fashion’s first city, a blank Champion, a beautiful design, and the extra care to redesign the size tag. Hypebeast wrote about it in 2008; back then, they needed to use your whole name.

Nearly one year later, Kanye West interrupted Taylor Swift on stage at the 2009 MTV Music awards. What did you say to the television when you saw the man who you met at a Chicago print shop make himself a villain before millions? Did you discuss it with West en route to Fendi in 2009? So many moments happened for you in this year. Fendi signed you to an internship alongside Kanye West. It was the year that this famed image was snapped by Tommy Ton during the Paris Fashion Week. You became the Creative Director of DONDA. At the time, few understood what you’d done, who you were, or what you would become.

Virgil Abloh before he was Virgil, pictured alongside Kanye West in Paris (2009)

LVMH recognized you for the first time, that year, however. And you opened RSVP Gallery with Don C in Chicago. I attempted to run there from my hotel once, earlier this year. The Milwaukee street stretch to your storefront was a hard bargain and I ended up turning around at mile five. That’s about as close as I got to being in your presence, indirectly of course.

Did you become fast friends with Jay-Z when you designed the Watch The Throne album cover? Was the Ralph Lauren deadstock for your Pyrex Vision project your best investment? Is this the moment when you realized you were a true artist? For those who do not know, you shut down a company that was selling $40 tees for $550; you called it “an artistic experiment.”

Your next project is how most of us began to know you. You said this about Off-White.

In a large part streetwear is seen as cheap. What my goal has been is to add an intellectual layer to it and make it credible.

You accomplished this right as the tide began to shift in 2012, especially for women and men of color who wanted their contributions appropriately accounted for. Today, streetwear is widely applauded but back then, it was still a part of the streets.

The Gray Area Between Black and White

That’s the origin of the name Off-White, a brand that propelled you towards collaborations with Nike, Ikea, and a consumer sentiment that outranked Gucci’s. Nearly every American has seen your work by now, even if they didn’t know that it was you.

It would be just nine years since the moment LVMH CEO Michael Burke recognized your brilliance when on March 25, 2018 you stole the dream of your former mentor Kanye West. What was it like becoming the artistic director of Louis Vuitton’s menswear division? Was he upset with you? Did your friendship suffer?

I remember your first Louis Vuitton fashion show. I remember the Serena Williams outfits designed by you for that year’s US Open. And I remember how you helped Rimowa’s rise as the premiere luggage brand continue unabated.

Posthumous

I am sorry, Virgil. Cancer has deeply affected me and my family and I have a special hatred for it. I am not sorry for you, I am sorry for it. In the two years that you fought the disease with vigor and valor, you launched a monthly internet show devoted to your love of DJing. You launched your first solo museum exhibit at the MCA in Chicago. I had the book with me in Madison Square Park that day. Had I known you were in excruciating pain while producing for family, friends, and fans, I would have never set the book on the dusty park ground. I remember during the summer of 2020 when you were facing extreme scrutiny for a $50 donation that you made to that Miami-based art collective to cover George Floyd protestors’ legal costs. The internet skewered you while you were probably writhing in pain, silently and valiantly. You continued to contribute, you never made excuses for what was blown out of proportion, and God only knows what donations you contributed behind the scenes.

Today, Sotheby’s launched its official entry into the world of streetwear. Nine years ago, the affluent in your midwestern city would have laughed at the idea of your turning the tide of culture to include more faces, more types, more colors, and more styles.

You were an engineer-turned-architect who excelled in music and culture. You expressed your art and love of culture through fashion. The New York Times wrote:

In recent years, it could often appear as if there were several Virgil Ablohs, all working at the same time. [1]

And the New Yorker’s tribute to you began:

For the polymath, there is always a cardinal subject, a chief preoccupation around which all the other interests spin. For the fashion designer Virgil Abloh, the polymath of his cohort, who died on Sunday of a rare cardiac cancer, offensively too young, the center was architecture. [2]

You were a polymath but you likely never referred to yourself as such. We are so quick to put women and men in a box that we fail to see the beauty when they do not fit in one. Society wants us to fall within one of two categories, black or white. You created your own in off-white, the grayscale between the two colors. The masters are those who can travel between the two sides of the brain. What your life showed us is to keep yourself as close to the middle, using both sides at once.

I am sorry for your family’s pain but I am comforted knowing that you passed away knowing that you finished work that will make your life timeless. Your pace was exceptional and so was your life.

Веб Смит | Редактор: Хилари Милнс | Арт: Алекс Реми и Кристина Уильямс

 

Меморандум: H.E.N.R.Y. и Тиффани Блю

Почти одиннадцать лет назад тогдашний 41-летний музыкант написал рэп: "Мой любимый оттенок - синий Jay Z". За десятилетие может измениться многое: вкусы, владение Tiffany & Co или даже известность в обществе редкой картины знаменитого художника Баския. В центре противоречивого подхода LVMH к реорганизации бренда в соответствии с ядром влияния (хип-хопом) - роль голубого яйца малиновки от Tiffany и редкой картины. Рэйчел Ташджиан написала о мелких спорах для журнала GQ:

Наняв самую знаменитую пару в мире и обеспечив картину самым известным или, по крайней мере, самым крутым современным художником, Арно стремится сделать синий цвет Tiffany таким же вожделенным, как оранжевый цвет Hermès, - глобальным символом эксклюзивности и желания (и редкой французской драгоценностью, не входящей в зонтик LVMH).[1]

Бейонсе Ноулз Картер и ее муж Шон "Jay Z" Картер не чужды Жану-Мишелю Баския. Более того, им принадлежит одна из его знаменитых картин. Когда покойный художник бродил по улицам Нью-Йорка, его работы играли большую роль в представлении о черном искусстве, успехе и коммерциализации. До своей безвременной кончины художник часто возмущался отсутствием признания в своем городе - городе, который сегодня считает его одним из своих ценнейших деятелей культуры. Но есть и особая культура, которая еще теснее связана с его влиянием. Существует прямая связь между Баския, хип-хоп культурой и влиянием семьи Картер. Именно эту родословную, одну из самых влиятельных во всем консьюмеризме, семья Арно использовала при переосмыслении бренда Tiffany. О его уместности можно спорить, но о его эффективности - нет.

Невиданный ранее Баския заполонил ленты Twitter и, судя по всему, обсуждения в LinkedIn в понедельник утром. Причина: новая кампания Tiffany с участием Jay-Z и Бейонсе, которая в одежде Balmain и Tiffany Stone позирует рядом с картиной. Фоном для картины Баския послужил синий цвет яйца малиновки от Tiffany.

Кампания вызвала споры о том, поддержал бы покойный художник использование его работ в рекламе роскоши, и в целом вызвала оживление в отношении культового бренда, который был куплен LVMH в прошлом году и переживает ребрендинг, чтобы привлечь более молодую аудиторию. Для этого компания обратилась к хип-хопу, наняв таких посланников, как ASAP Rocky и пригласив Nas для озвучивания рекламных роликов. Кампания Бей и Джея продлится год и станет новой крупной кампанией для бренда.

Александр Арно, сын босса LVMH Бернара Арно, в январе получил ключи от Tiffany и стал исполнительным вице-президентом компании. В 29 лет его влияние имеет решающее значение для преодоления разрыва между Tiffany поколения Одри Хепберн и новыми потребителями роскоши. Возникают некоторые вопросы. Бейонсе и Джей-Зи - одни из крупнейших музыкантов в мире; они не звезды TikTok, созданные представителями поколения Z, но, похоже, они владеют ключами к стремлению. А открытие ранее неизвестного Баскии говорит о старых деньгах, а не о новом определении роскоши. Но поколение Z - это не обязательно цель, это HENRY. Как писал 2PM в 2019 году, HENRY (высокодоходники, которые еще не разбогатели) - важная демографическая группа, к которой бренды должны обращаться:

Они получают выгоду от ассоциации, поддерживая отношения с ценными долгосрочными потребителями, которые, возможно, будут расти на рынке. Это прямо и косвенно повышает пожизненную ценность бренда.

Как показала кампания Tiffany, в рамках которой ювелирный бренд сделал несколько стратегических решений, изменив свой подход и не выходя слишком далеко за пределы своей зоны комфорта, цель состоит не только в том, чтобы привлечь молодежь. Она заключается в том, чтобы привлечь внимание "новичков", которые если не сейчас, то очень скоро станут покупателями. Арно хочет, чтобы Tiffany blue стал предметом зависти одного из самых важных сегментов потребителей в розничной торговле. Но сначала LVMH хочет, чтобы мы узнали, что это любимый синий цвет Джея Зи. Семья Картеров оказывает потустороннее влияние на потребительское поведение имущих и неимущих. И это то, что новое руководство Tiffany & Co надеется использовать в своих интересах.

Автор: Веб Смит | Редактор: Хилари Милнс | Художник: Кристина Уильямс

Краткий обзор для членов клуба № 17: Отчет Conde Nast

Копия Watermark_ByTailorBrands

Недавно компания Conde Nast опубликовала резюме отчета о влиянии медиагруппы на покупки. Исследование было проведено в партнерстве с организацией под названием Tapestry. Результаты исследования показали, что узнаваемость и доверие к бренду играют важную роль в принятии решений о покупке на верхних этапах воронки. Исследование проводилось весной 2018 года с использованием методики CDJ от Tapestry. Conde Nast изучил ответы 4 500 американских потребителей в возрасте от 18 до 64 лет.

Этот краткий обзор предназначен исключительно для Исполнительные членыЧтобы упростить членство, вы можете нажать на кнопку ниже и получить доступ к сотням отчетов, нашему списку DTC Power List и другим инструментам, которые помогут вам принимать решения на высоком уровне.

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