Ambush as Art – The Consumer and Post-Covid Fashion

Ambush – The Shibuya-based label – gets that art and controlled artifice in fashion are the main thrust of a strong social media presence. 

The lifestyle-cum-streetwear brand is now managed by the same group who  oversee Off-White, and Ambush – in the same covert-cool way – is becoming synonymous amongst fashion’s intelligencia as a brand to get to know before …

Like most lifestyle-meets-couture concerns, there is a fine line to tread between the promotion of street credibility and the refinement of an aura of exclusivity. Take a look at Ambush’s website – you’ll note their preference lies more heavily in the latter camp.

Two major influences on 21st Century culture (the disappearance of the mainstream and the related technologization of society) have led to the promotion of those with design expertise into the higher reaches of the zeitgeist. I use the word ‘design’ in the technological/industrial sense, not as it applies to fashion where the ability to experiment can more readily influence the finished product.

Experimentation is especially important in the digital era, where fashion is often presented to us (as it used be exclusively in Vogue) through images and by influencers that distill what a product may and may not be. 

This is a time to take stock of that process.On the limits that fashion advertising and social media has placed on the consumer, and the need for a creative response from designers and consumers.

A lot of 21st Century fashion has been determined not by utility but by ideals. Ideals about what the postmodern world might look like, the kind of environments we would like to inhabit and the garments we would like to wear when traversing these spaces. It has assumed an autonomy and an eternal spiralling towards its ideals

In seclusion and with the time afforded, we can question those ideals and whether they matter. We can ask good questions about how we should dress, how important dressing well actually is, and decide how creative we want to be.

Ambush and the like make some very cool clothes. But rather than being wowed by their websites, I now have time to ask questions about the purpose and utility of their products; to push back where they once led us based on marketing assumption that used to be true.

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