Funny business

Seriousness is the new provincialism

At the couture week, Daniel Roseberry, creative director of Maison Schiaparelli and l’homme du jour, shared that in his designs he wanted to avoid that “dreary self-seriousness.”


There is little worse that a fashion brand taking itself literally. Earnestness in following traditional luxury codes veers dangerously in the bourgeois territory, reserved for premium brands, aspirants, and aging American fashion executives. Pathos is often mistaken for elevation, gravitas. Look at the…



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Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.