December, 15th, 2018

PRADA PACHA
I
_

In the summer of 1935, when Atelier Hergé no longer existed and advertising was no longer a secondary activity for him, Hergé was commissioned by Chicorée Pacha. Pacha is a Belgian company founded in 1825, which markets chicory in all its forms. We see a pasha who refuses all the drinks that his servants offer him until a little black kid looking like Coco de Tintin in the Congo presents him a coffee from Chicorée Pacha. Since the last century, mass pseudoculture has invaded, and is continuing to invade, every cultural aspect of human existence. The aim of this downward cultural homologation seems to be to destroy culture, the true culture, which for centuries has accompanied the human being in its evolutionary path. But suddenly something seems to have gone wrong, and culture has undergone a trend reversal. After @DolceGabbana’s Chinese affront followed by Domenico and @StefanoGabbana’s scripted apologies. Here comes @Prada with its #Sambo in #Soho. Controversy sells. Colonialism too. Truth is there were MANY eyes who viewed these products along all stages of development: concept & design, fabrication, mass production, strategic marketing, ad agency, and individual store managers. Not ONE person at #Prada said “Perhaps there are some racist undertones here to a #BlackFace leather bag? Come on !Probably so, but you probably shut them off. Why? Bargaining on culture instead of empowering its diversity is a testimony to how creative impotence is so obvious that it does not even need demonstrations, it is there for all of us to see. Culture was the set of knowledge of the various social classes, it was not imposed from above, but transmitted and taught from one to another. While today we are faced with a process of spiritual colonization, a process of colonization of the imaginary that in all its differences was one of the forces of humanity, and which is now being standardized, homologated, homogenized. A “generic planetary culture that would like to eat Chinese, speak English, dress Italian and think American”, as #Pasolini predicted it.

– to be continued in II –
_

#ALESSANDROBERGA | L’ÉDITOR
#AFFIRMATIVEFASHION #MODEDIPLOMATIQUE
https://www.instagram.com/p/BracgaTAoRi/?utm_source=ig_tumblr_share&igshid=9g7c53cxgs7w