Cute culture is nothing new, but
how its presence impacts and influences the everyday lives of Americans is worth
thinking about. Ubiquitous in Asian culture -- from fashion to food, store
signage to cell phones and canines to contraception -- cuteness is a way to make
fun subjects more fun and serious subjects seem less serious. Japan,
especially, out-cutes the rest of the world. Its culture of kawaii (cute) has
women dressed in school girl uniforms and baby doll dresses, dogs dressed in
vacation outfits and condoms as walking, talking cartoon characters. This
cuteness is at times escapist and idealistic. It also, to a certain extent,
seems to reject responsibility. To other cultures, this intentional infantilism
may seem strange, unnecessary and sometimes inappropriate. However, American
consumers are surrounded by so much cuteness, we barely even recognize it. Take,
for instance, the Charmin bear or the current "Say Hey" BP commercials. The
implications of the constant adorable is explored deeply in the book, Cute,
Quaint, Hungry and Romantic: The Aesthetics of Consumerism. Is there such a
thing as too cute? It depends on what, where and when.
Amsterdam,
Brussels, Paris,
Mexico City,
Panajachel and San Francisco: From Central America to North America and
Europe, facades are an integral part to sharing
information, bringing a smile to passersby’s faces, or stopping them in their
tracks. Any media: draping, fresco, pictorial, trompe l’oeil and sub-culture
slang are used, ultimately speaking one international language. Communicating
what’s happening inside or down the street gives consumers useful or amusing
information in a blink of an eye.
Tune in to living color. It is
back in a bold way, whether looking at home goods from Europe, personal care
items, designers who have jumped the pond to the US market, or
current must-haves across categories this Spring. Big, hyper, near-neon hues
are the cry. Forget the easy-eyed pastels – the crèmes, butters, custards,
khakis, mosses and sea-foams – that once signaled sophistication. Even iconic
Kitchen-Aid mixers are headed our way in tones once unimaginable. The story now
is all about expression, and nothing signals mood better than c-o-l-o-r.
Amsterdam, Antwerp, London and Paris: all across Europe vines are creeping into retail visuals and graphic systems. From consumer products to shop windows to appliances, the message seems to be "go natural, go green...or just look like it." The easy twists and turns of the vines bring a welcomed playfulness back to the street, and the filigree treatments signal a gentler style that rings true as both old and new.
