VINTAGE POLITICS: Appadurai, Fashion and Nostalgia

The "French Explorer" Jacket from "vintage style" retailer J. Peterman (recently discussed here), described thusly: "Remember Pierre Savorgnan de Brazza, considered by many to be France's greatest explorer? Some think it was his unique brand of Colonialism.... But I think the secret to his empire-building was this jacket, which he often wore to meetings with tribal chieftans. Historians agree with me."

The problem of patina, which McCracken has recently proposed as a general term to deal with that property of goods in which their age becomes a key index of their high status, disguises a deeper dilemma, the dilemma of distinguishing wear from tear. That is, while is many cases, wear is a sign of the right sort of duration in the social life of things, sheer disrepair or decrepitude is not....

Objects with patina are perpetual reminders of the passage of time as a double-edged sword, which credentials the "right" people, just as it threatens the way they lived. Whenever aristocratic lifestyles are threatened, patina acquires a double meaning, indexing both the special status of its owner and the owner's special relationship to a way of life that is no longer available. The latter is what makes patina a truly scarce resource, for it always indicates the fact that a way of living is now gone forever. Yet, this very fact is a guarantee against the newly arrived, for they can acquire objects with patina, but never the subtly embodied anguish of those who can legitimately bemoan the loss of a way of life. Naturally, good imposters may seek to mimic this nostalgic posture as well. but here both performances and reviews are a more tightly regulated affair. It is harder to pretend to have lost something than it is to actually do so, or to claim to have found it. Here material wear cannot disguise social rupture.

-- Arjun Appadurai, 1993, "Consumption, Duration, and History," in Streams of Cultural Capital, D. Palumbo-Liu and H. U. Gumbrecht (eds.), Stanford: Stanford University Press.

The Incensed Beauty Guru and Pop-Feminism

Oh, my. A vlogger who was mentioned in a post about the phenomenon of "haul vlogging" in New York magazine's The Cut last week is fighting back against what she perceived as the slandering of her reputation, in particular, and the profession of haul vloggers, in general. To be sure, The Cut's assessment of haul vloggers was rather piquant:

"'[H]aul videos' . . . consist of girls videotaping themselves showing the world what they just bought at the mall. Like, they go home, plop down in front of their webcams, and pull their new purchases out of shopping bags. And discuss each item in way too much detail . . . Haul vloggers seem to be primarily of one species: the girl who flatirons her hair, wears too-thick eye shimmer up to her eyebrows, drowns in eyeliner, and gets her brows waxed regularly. She also wears trendy-but-ugly nail polish and probably gets chemical peels at regular monthly intervals. Haul vloggers seem to favor, typically, cheap stores like Forever 21 and Target. Also, they don't ever seem to wear half the trendy crap they're constantly buying. And to think these people think they need this stuff, when what they need most of all are lives, hobbies, jobs, maybe cats.

As an example of haul vlogging, The Cut offered this popular video - apparently viewed nearly 8,000 times when the post was published.

The haul vlogger ChanelBlueSatin, a 22 year-old "Blogger, Youtuber, teacher, model, and wife!" from Texas, was so incensed by The Cut's characterization of her that she made this response video:

Last week, I posted about the backlash against fashion bloggers and what this backlash might suggest about the shifting meanings of fashion's democratization. The Cut's review of haul vloggers is yet another example of this backlash. But what's particularly interesting about this kerfuffle between ChanelBlueSatin and The Cut (mostly its readers now rather than the blogger Amy Odell who has since issued a mea culpa to the vlogger) is the ways in which the response calls Odell out for the misogynistic tone of her post:

Shouldn't the editor of New York magazine try to be inspiring to women rather than bashing other women? I mean, shouldn't they try to report on factual information rather than accusations based on outward appearances? . . . Bottom line is I respect the editor for having an interest in us beauty gurus on YouTube but I don't respect the fact that she took a negative spin on it. Listen, there's a whole lot of hate in this world so let's just stop hating and start loving again. So keep the peace.

While the vlogger misidentifies Odell as the "editor" of New York magazine (Odell is the magazine's fashion blogger) and misrepresents the blog post as a "featured article," she is right to feel gender bashed by Odell and especially the readers who commented on the blog post. There's a lot of "dumb girl fashion/capitalist victim" talk that dismisses fashion consumerism as feminine stupidity. (Click here for another example of this as well as Susie Bubble's response.) We've posted about the stupidity of this line of logic but for a summation of the significance of fashion that is so spot-on that I wish we had written it, see Good Morning Midnight's post, which Mimi has also cited in a previous post. (See especially the paragraph that begins, "Would the world be a better place without Uggs and Ed Hardy? Probably." - a blogger after my own heart.) Moreover, the classist strain of Odell's evaluation of ChanelBlueSatin and haul vloggers in general is incredibly ugly. Odell seems most bothered not by haul vlogging as such but by the inauthenticity of haul vloggers who shop at down-market stores like Forever21 and "wears too-thick eye shimmer up to her eyebrows, drowns in eyeliner, and . . . wears trendy-but-ugly nail polish."

Yet, how does ChanelBlueSatin's call for peace (among women) square with her self-identification as a "beauty guru"? How is the mastery over one's image and body (the real commodity beauty and style gurus sell) the means and measure of pop-feminist inspiration, according to this vlogger? Put another way, how are material entitlements to Forever21 jewelry and teeth whitening strips coextensive with a moral discourse about love and inspiration among women?

Unfortunately, ChanelBlueSatin's pop-feminism is commodified rather than politicized in consumer culture. It is, as Sarah Banet-Weiser describes postfeminism, a "commodity-driven empowerment." More from Banet-Weiser's essay "What's Your Flava?": "As a contemporary social and political movement, then, feminism has been rescripted (though not necessarily disavowed) so as to allow its smooth incorporation into the world of commerce and corporate culture."

As a self-professed "beauty guru," ChanelBlueSatin as well as the growing cadre of fashion bloggers, vloggers, television personalities, and print media authors of the what-to-wear/what-not-to-wear makeover variety disenables precisely the humanist feminist project she claims to be leading. The relationship between the makeover guru and makeoveree is an inherently hierarchical one that is based not simply on an uneven distribution of skills (shopping, styling, etc.) but rather an uneven distribution of personhood based on the apparent mastery of or incompetence about dominant codes of beauty and behavior. The subject "in need" of the expertise of the lifestyle guru is imagined as a deficient person - a person who lacks self-confidence, self-esteem, and self-worth - and thus, in need of correction. I've cited Brenda Weber's account of the role of the fashion/beauty guru before and she's useful here again:

A new and improved appearance will not only make the woman more congruent with larger codes of beauty, but will increase her confidence and thus her personal power. In order to gain access to this form of power, however, makeover subjects (often called "victims," "targets," "marks") must submit fully to style authorities."

So while ChanelBlueSatin's self-identification as a "beauty guru" made me giggle, it is worth recalling that being a lifestyle guru is serious economic and cultural political business that is also ideological and disciplinary. The social relationship of lifestyle gurus to their subjects is one of casual, consensual, neoliberal domination. As Tania Lewis, the editor of a wonderful special issue on the topic of makeover television in the journal Continuum (volume 22.4) explains: "As government seeks to devolve responsibility for welfare to individuals, television, and in particular what they term 'life intervention' formats . . . can be seen to play an increasingly central role in inducting viewers into new neoliberal modes of self-governing citizenship."

The Internet, which is quickly surpassing the television as the primary medium of visual and consumer culture, makes "life intervention" ideologies especially appealing. Whereas television is generally understood to be a top-down medium controlled by a handful of profit-seeking corporations, the prevailing logic about the Internet is that it is an inherently democratic form in which ordinary people participate in the structuring and content-building of new cultural publics. And indeed, the celebrity of bloggers and vloggers like Tavi Gevinson and ChanelBlueSatin are particular to the way the Internet works. What is especially appealing about these "gurus" is that they are ordinary people, people whose person and style of modern personhood seem to be easily accessible. As embodiments of the democratization of fashion, the figure of the citizen blogger/vlogger occludes the uneven access to commodities and communication technologies between makeover gurus and makeoverees (both Gevinson and ChanelBlueSatin, for example, are privy to the deep pockets of fashion and media companies) and thus conceals the ways in which the promise of self-invention is shaped and limited by one's successful self-governing and normativizing of body, image, and behavior.

RuPaul as Style Guru to Baby Drag Queens and Everyone Else

Tonight's the Season 2 premiere of RuPaul's Drag Race (9pm on Logo TV or Logo Online)! Among reality contest shows about fashion, style, and beauty, this is my favorite. Hands down. Drag Race has the most diverse group of contestants - in race, gender, sexuality, and likely, class. Last season, three of my favorite contestants were from outside of the U.S.: Bebe Zahara Benet (Camaroon), Ongina (Philippines), and Nina Flowers (Puerto Rico). Also, one of the guest judges last season was Jenny Shimizu (who I adore even if she looked like she was on an Asian American literature panel at MLA)! The photo of Shimizu below (circa her Calvin Klein days) has little to do with this post but it's there because: I. love. Jenny. Shimizu.

I'm looking forward to this season but I'm also a little nervous. The guest judges that have been announced for this season are Kathy Griffin, Cloris Leachman, and Debbie Reynolds. I can't honestly say any of them excite me much. Another reason to be apprehensive about Season 2 is precisely because it's Season 2. Reality shows are always best the first time around. In proceeding seasons, contestants seem too versed and too ready to manufacture drama in order to stand out as a "personality." Ru seems to be hinting at this when she says:

The biggest change in this season is the contestants are actually a bit more - how can I put this? They're more tenacious. In the first season, they were a bit more diplomatic because they were representing drag for the first time in a decade. This time around, though, the kids have seen the first show, they know what the prize is, and they know what's at stake, so they have taken the gloves off.

Still, can't wait to watch! If you missed Season 1, you can catch up online.

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In related news, RuPaul hates fashion people. She tells W Magazine why she has nothing to do with New York's Mercedes-Benz Fashion Week: "I think the fashion people are so nasty and so pretentious."

Also, she's got a new book out called, Workin' It! RuPaul's Guide to Life, Liberty, and the Pursuit of Style (Harper Collins 2010). Both the TV show and the book firmly position Ru within the increasingly familiar trope of the lifestyle specialist/style guru. In Drag Race, she plays (wonderfully!) the matriarch/mentor to baby drag queens (Nina Flowers even calls Ru, "mother," during their private lunch together).

With Workin' It! (totally judging said book by its cover here), Ru expands her domain of influence, to "provide helpful and provocative tips on fashion, beauty, style, and confidence for girls and boys, straight and gay - and everyone in between!" The neoliberal makeover logic at work in the book is, by now a pretty trite one. As Brenda Weber explains the logic in her essay, "Makeover as Takeover" - see also her new book, Makeover TV: Selfhood, Citizenship, and Celebrity (Duke UP 2009):

A new and improved appearance will not only make the woman more congruent with larger codes of beauty, but will increase her confidence and thus her personal power. In order to gain access to this form of power, however, makeover subjects (often called "victims," "targets," "marks") must submit fully to style authorities . . .

RuPaul's embracing of her role as neoliberal style guru is evident in the title and description of the book. In articulating style in the language of democracy (here. the Declaration of Independence), RuPaul's book connects the consumption of resources like fashion, beauty, and style commodities to political acts. Workin' It! suggests that "girls and boys, straight and gay - and everyone in between" who wants to be free (and who doesn't want to be free?) needs her style expertise. This is a central tenet of neoliberalism's lifestyle politics: consumer power is political power.

What is different about RuPaul as style guru is the difference of race, gender, and sexuality. And while this is a significant difference, it isn't a radical one. Instead, the book (maybe more than the TV show) is a function of what Lisa Duggan has called "the new homonormativity" of neoliberal sexual politics:

[I]t is a politics that does not contest dominant heteronormative assumptions and institutions but upholds and sustains them . . . [through] a privatized, depoliticized gay culture anchored in domesticity and consumption.

I love RuPaul. I think she looks amazing and will never be outclassed by any of the contestants on her show. And basically, I can get behind her general message. But her book nonetheless illustrates the power and pervasiveness of neoliberalism as this era's cultural logic.