Yesterday, I predicted the outcome of the election based on the image chosen by Macy's to illustrate its latest email. But if fashion-commerce email is my election prognostication methodology, I want to look at all the fashion spam. Today's email from Shopbop points as sharply to Obama as yesterday's Macy's email pointed at Romney. I mean, look at this image:
Now, these are not cheap clothes. The coat is $930. The dress is $650. The sweater is $424. Hell, the socks are expensive: $34! The homeless-looking hat costs $187! Shopbop is a business. They want to make money. But the image is poverty-striken. The wealth is applied for the purpose of appearing to be an artsy waif biting her thumbnail and gazing insecurely into the middle distance. Streams of money flow — like the Seine — who knows where and whether it's all to good use? Let's not think about banks as we lean against the embankment. We are children. We are dreamers. We have hearts, we get sick, we cry, we dance, we live, we love, and we die.
Ironically, the rich-bitch equestrian-print shirt from yesterday's post only costs $89.50. Not only is it pretty cheap, but the price is expressed in that price-sensitive way that shaves off 5o¢ so you don't have to see the 9. In the mindset that loves Romney, $90 is too much to pay for a shirt. Yes, it's a dream that we have a horse-based lifestyle, but we're frugal and practical. We need a shirt, it has a print, and we're going to work and not spending too much money.
There's a distinct choice to be made, and fashion is showing us the distinctions.