(remXIX) same style same story

October 14, 2011 § Leave a comment

While in Paris there’s a photography exhibition relating the history of photography identification (Archives Nationales, Paris, Fichés?), a lookbook of a special type is delivered on the Internet under the name of Exactitudes.com. Social statement? Classification process? Fashion dictation denunciation? Well if you, individual, thought you had a unique style, you’re gonna be taught that individuality doesn’t exist anymore in our times of mass-produced “fashion”. While clothing has been democratized, it also multiplied the styles and made it accessible to all of us. Don’t take me wrong, I’m not saying I disapprove of this… I also like being able to afford a new jacket corresponding to my “style” every other month, or just changing styles altogether and change shops.

While brands like H&M, Zara, Mango, and others just contribute to make fashion more avalaible to the masses, we all bathe in the illusion that we express our uniqueness in our clothes…. Well, first of all, this is just an impression, and the strangest of it all is that deep inside us, we must be well aware of this phenomenon. Like two Darwins and psychologists of clothes, photographer Ari Versluis and profiler (yes, I said profiler) Ellie Uyttenbroek, both from the Netherlands, are establishing portraits of types. Typographying society through their clothes – interestingly enough, I like the fact that this can be related to my final dissertation topic, but that would be too long a story. This stresses the obvious contradictory fact that distinction and adoption of a community style are tightly bound and dependent on each other in nowadays’ way to try to assert one’s identity.


Exactitudes.com is a good ironical lookbook with a small audio comment on each picture describing the fashionoligical features of each category, and likes to be taken as a reliable anthropological study on the Homo Fashionus. All lovers of dressed up society will delight in this.


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