24 February 2010
Creativity and Commodity: The Subcultural Style Guide
Featuring photographs by Jenny Lens and modeling by Belinda Carlisle, this 1977 zine How To Look Punk by Marliz is an amazing gem. (Awww, I remember fondly tearing black paper for zine layouts....) Check this helpful advice for a "neck chain and lock:" "Use an old piece of chain from a dog lead, fence, whatever, or buy approximately 27 inches of heavy gauge chain from the hardware store, join ends with tiny metal lock, to make a necklace."
It's a fascinating document for a number of reasons (besides the photographs of a young pre-Go-Go's Carlisle), including what appears to be Marliz's "note on author," in which she identifies herself as a professional trendspotter: "Marliz is internationally known in the industry for her marketing ability in current-trend perception, and 'how to' help it explode on the scene." This blurb certainly reiterates that just as soon as punk became a "thing" it became a "trend" too. (Consider Malcolm McLaren, for instance, as its self-appointed impresario and earliest, and certainly canniest, entrepreneur.)
This is the phenomenon that Dick Hebdige describes in his 1979 classic Subculture: The Meaning of Style: "Youth cultural styles may begin by issuing symbolic challenges, but they must inevitably end by establishing new sets of conventions, by creating new commodities, new industries or rejuvenating old ones." This cyclical movement between creativity and commodity undergirds most histories of modern subcultures -- and certainly their styles. At this juncture, we can either repeat the modernist ideological critique of the shallow costume of commodified subculture (see CRASS's declaration that "Yes that's right, punk is dead! / It's just another cheap product for the consumer's head") or we can try to find some language other than authenticity and its lack to respond to, and perhaps embrace, subcultural mutations over time.
You can download your own PDF of the zine here.