90s mood board4/19/2023 Like a perfume commercial does for a smell, the device is meant to convey a sensibility more than an explicit design direction-or so the myth goes. Traditionally a moodboard for a fashion line might have some clothing references-whether from past in-house or competitor’s collections, cinema, or pop culture-and textile swatches, but more so other media: advertisements for computers or cigarettes, lighting design, stones, or plants, architectural details, abstract art, automobiles, jewels, food, and so on. (On a trip where we had no cell service or wifi a couple of years ago, a friend, who works in art direction and production, would occasionally point to arrangements of driftwood and net on limestone, or a sweater cast over a rail, and say breathily, in affected Provençal accent, “ Jacquemus,” and giggle-so ridiculous, so true.) “Is a moodboard curated, or appropriated?” the Esquire article asks.Ī moodboard is meant to convey, well, a mood, but it often exceeds this role. “I’m a blogger, I have no shame to say that,” Esquire reports Porte Jacquemus as saying. “People know Sporty & Rich first for the moodboard, and now for the clothes.” More cynically, art director Freddy Taylor tells Esquire that “Public moodboards allow brands to associate themselves with any imagery, without having to pay for it.” The article also cites designers like Simon Porte Jacquemus, who as much as for his clothes, is perhaps as well known for his personal Instagram of lifestyle photos, natural scenery, still lives, plus his own products. “You can create a brand out of thin air,” she remarks. Speaking to the journalist, Emily Oberg of Sporty & Rich notes she started her Instagram page before anything else. “When did curation start to rival creation?” The dek of an Esquire article from 2020 provokes. Ĭase-in-point: the brands generate their cultural caché now from moodboards as much as material goods, it superficially seems. While the term refers to the literal boards stuck with inspiration used in creative studios and in magazine offices, in the post-physical era of endless images, the moodboard has become not only a tool but a way of being. I remember in 2006 or 7 making endless bookmark folders of clothes I definitely couldn’t afford that conveyed how I wanted to look (which, as a tween, seemed to equal “who I wanted to be”), and you can watch movies from pre-web days of girls on bedroom floors glue-sticking much the same. I have friends who have conspiratorially revealed anonymous Instagrams where they collate images of outfits they like, bodies they want to have, furniture references-a more structured, grid-bound update maybe for those of us who came of age with early Tumblr. Another showed me his PDF plan for his novel-all photos or film stills, many atmospheric, nonspecific. zip file of concepts for a new direction for my style and public presentation occasionally he is paid to do this.
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