There’s a cultural and historical argument to be made that in times of complete and utter dysfunction, absurdism gains traction as a form of creative expression. So the rise of FiveFingers could be a signal of the zeitgeist leaning into weirdness and aesthetic contradiction. I wouldn’t be surprised if we saw more absurdist silhouettes and logic-defying campaigns from mainstream brands in the near future.
Great breakdown! The Vibram ballet flats are sold out everywhere, so only the early adapters are able to flaunt them. How do you think this will influence signalling?
You should get Abby Bucknall on here! She's the global head of marketing for five fingers.
I also wrote a personal story a while ago about the toe shoes, felt called to share it here :) https://thefashionemblem.substack.com/p/love-or-hate-the-toe-ballet-flat
stunning read.
There’s a cultural and historical argument to be made that in times of complete and utter dysfunction, absurdism gains traction as a form of creative expression. So the rise of FiveFingers could be a signal of the zeitgeist leaning into weirdness and aesthetic contradiction. I wouldn’t be surprised if we saw more absurdist silhouettes and logic-defying campaigns from mainstream brands in the near future.
Great breakdown! The Vibram ballet flats are sold out everywhere, so only the early adapters are able to flaunt them. How do you think this will influence signalling?