In a society where consumerism is an essential part of our everyday lives, we are always thinking about the next best thing to be invented. However, many companies are realizing that some of the best concepts may not come from the future. Instead, they have reverted to the past and are reviving stereotypes that once dominated the world.
One piece that stood out to me at the FIT exhibition was a black dress adorned with bouquets of pasta tied by red ribbons with the words “Pasta Italiana Dolce & Gabbana Made in Italy.” Many of the other displays attempted to shock their audience, whether it was through the use of skimpy materials to reflect our materialism or through seemingly out-of-place partnerships with fast food chains. Dolce and Gabanna, on the other hand, not only recognized the stereotypes associated with Italian culture but also used it to inspire their collection. At first glance, accepting and using these stereotypes may seem like a mundane and overly-used depiction of the Italian identity, the crossover between fashion, food, and decoration represents new and emerging ideas of what it means to be Italian in a consumerist society.
We’ve all seen pieces of our own cultural backgrounds and identities become displays for the world to buy into. For me, “Russian nesting dolls” are used as metaphors in classrooms and sold in stores on many corners. These kinds of examples popularize cultures while simultaneously associating our culture with a very particular feature that we have to offer to the world. Dolce and Gabanna as a brand is taking advantage of the stereotypes associated with being Italian, including a love for pasta. The intersection of clothing and food with a touch of culture represents the fact that in today’s society, culture is glorified and glamorized, and that it can be consumed, it can be worn, it can be passed along, and it can be bought. It sends us a message to be conscious of our consumption and mindful of the way we treat culture. It serves as a reminder that culture is not something to be worn out but rather that it must be preserved and celebrated in a society focused on the best way to maximize profits.
I found your discussion of Russian nesting dolls really interesting because it shows how things that are so specific to one’s culture might become very popular in another. I also wonder whether the meaning behind those things are just as appreciated when they are absorbed into a new culture, or if they develop new meanings in the process.