Speaking to Business of Fashion, the British designer said: “We opened a store in Westfield this week and a woman came in yesterday and chose a handbag and six stickers — and right there, in the store, we stickered up her bag. That’s really what it’s all about.”
So why are luxury stickers – preposterous in theory when you really think about it – selling out? It’s not that need to get a piece of a brand through buying something – anything – that has an affordable price point. These are not Anya Hindmarch‘s answer to Gucci sunglasses or Calvin Klein pants.
No, these cartoon-ish appendages are extraordinary because they perfectly sum digital culture today – a mash up of emojis and nostalgia that manage to embody a sense of pop art while they’re at it.
They take us back to playground swagger, doodling on jotters and customising lives and looks, pre-digital, pre-fast fashion when individualism was more rustically attained. We gravitate towards these vintage ideas, motifs and behaviours and feel united by them. Need evidence? Check out 70% of Buzzfeed’s content (sample headline: “Which 90s movie persona are you based on these three questions?”)
And yet, it’s not just nostalgia-driven. The stickers are basically physical emojis, and isn’t that our global language in 2015? They let consumers dip into the world of smileys and slogan t-shirts without actually wearing a winky face across their chest. Because while that look may not really work in an office or an actual life after, say, the age of 25, a sticker is completely acceptable. A small but discerning nod to knowing and being part of what’s going on.
Who knew a simple sticker could achieve and embody so much? Anya Hindmarch obviously – clever woman.
This post was originally published on WGSN Insider.