If you haven’t been able to get your hands on the Jacquemus Le petit Chiquito, it’s because the mini bag has sold out. Measuring a little more than two inches and priced at $258, the micro sensation falls under the category of ‘meme fashion’.
These are unique items, produced with oodles of humour and idiosyncratic character, always managing to immediately kick up an internet storm – exactly like the Le petit Chiquito that Olivia Heraud, a London-based stylist has been eyeing for a while. ‘It is even worse in terms of size!’ she says, comparing the ‘it’ bag to its predecessor, the slightly larger Le Chiquito bag she owned previously. It’s interesting to note that Heraud’s current obsession isn’t big enough to even hold her keys.
To say that meme fashion is ‘popular’ would be an understatement; it’s driving hordes of consumers like Heraud to shell out precious dollars for products that are ridiculous and expensive. “Fashion has always been driven by an urge to be ‘in the moment’ but today that moment changes more rapidly due to the internet,” says Michael Solomon, a speaker and consumer behaviour expert. “This is accelerated further by the fear of missing out (FOMO) as people strive to show that they are au courant at all times and maybe at all costs. Moreover, we live in a disposable society with an intense need for stimulation and instant gratification, often derived by purchasing novel items.”
The list of such novel – albeit ‘crazy’ ‘ugly’ & ‘impractical’ – items is increasing. The Balenciaga layered parka worth $9,000 that was a viral reminder of Joey Tribbani from Friends. The Y/Project ‘Janties’ and the infamous Viktor and Rolf Spring 2019 couture dresses. The Kylie Jenner-approved Jacquemus La Bomba hat that is big enough for a village to camp under it. At some point, these items have been scrutinized, criticized and ridiculed but, never ignored. Exhibit A: the Balenciaga platform crocs which sold out on pre-order in a day.
NYC-based Josh Klinski owns a pair in yellow. ‘My wardrobe is filled with pieces that most people would consider unwearable off the runway,” says Klinski. “I would regularly stop by the Balenciaga store in Soho to check if the crocs had come in yet. One day they did and $900 later I was wearing them. It’s a personal challenge to present them in a way that even the haters would say, ‘it makes sense on him.’” Like Klinski, Andre Braggs too felt an instant connection to the crocs, spotting the covetable pair while on a sneaker hunt. “They screamed my personality – weird, bright, and the centre of attention,” recollects the food & fashion blogger. “I couldn’t leave the store without them. I had to have them because I knew no one was walking around in those shoes every day.”