By :
Mark Etinger
Over the past decade or so the worlds of high and low fashion have melded together quite a bit. Perhaps it's a perceived sense of a lack of cultural rifts, or maybe it is just a fad of casual/formal blending, but either way it is not unusual to see a person wearing a pricey three-piece suit with a pair of Nikes. In the same vein, accessories like luxury watches regularly find themselves in ensembles along with sweat pants and the like. There's something like a high brow, low brow renaissance going on, which I first read about in John Seabrook's 2001 book No Brow: The Culture of Marketing and the Marketing of Culture.In that text the author discusses a number of different examples of high and low culture blending in society. Upper crust business owners who show up to work wearing band t-shirts, cartoons that address social concerns in nuanced ways, "artisinal" hot dogs, etc. Our culture is full of these dichotomies now and many believe we're all the richer for it. These blending trends have been specifically beneficial for the dress watch market, which used to be the providence of only the wealthiest of business people. It now freely accepts artists, musicians, and other "hipster" professionals amongst its clientele.Swiss watches, specifically, are now being worn by rappers so often that it is barely even note worthy. You rarely bat an eyelash at Jay-Z or 50 Cent referencing brand name watches from Hublot to Audemars Piguet. Throughout the coolest places to live in America this aesthetic of high and low has trust fund kids in ripped jeans dropping several thpusand dollars on oversized watches that are flashy and gaudy in a way that has rarely reared it's head in cutting edge culture since the 60's. Back then, and seemingly since, much of the cultural fringe was committed to dressing down and disregarding the allure of shiny things. Now, the pendulum seems to have swung somewhere right in between the two extremes. The style is dress down for clothing more and formal when it comes to accessories.The cultural significance of these changes has even begun to have an effect on the sort of brand name watches being designed. Swatch watches have become one of the hot properties when it comes to walking the line between high brow and low brow. These sorts of cultural shifts do not happen every day. As a result, it looks like luxury watches may have a new demographic for decades to come.
Author Resource:-
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