An immaculate form of authenticity
Brands are very attentive to the image they’re creating, in order to restore meaning and respond to our insatiable thirst for authenticity. Neo-roadside cafés
, and more pop than popular broths flourish. Causses brings the provincial market spirit back to Paris. The packaging is meant to be vintage regressive ... By dint of playing with the codes of the genuine, we enter a " "hyperreality"
where everything seeks to ring even truer than reality.
and influencers, Lady Gaga and Miley Cyrus in mind, have laid down their most powerful weapons to don instead a mask of truth and simplicity, although nowadays the only thing that’s nude
is the makeup.
Faced with the dictatorship of perfection, flaws are experiencing a refreshing revival (Meetic, Diesel, Axe). Women are taking it upon themselves to post “I woke up like this”
selfies, in the knowledge that they’re not Beyoncé
, the hashtags #nofilter and #nomakeup count respectively 240 million and 17 million posts.
To The Guardian
, " the authentic is a value worked, conscious, constructed, and therefore contradictory of what it promotes
We are not fools.
For Suroosh Alvi, co-founder of Vice Media, millennials are “bullshit detectors”. Rather than authenticity at all costs, brands should be sincere first.