A week or so back I was with my BF and his nephew on our way to dinner and we passed a hip new clothing store which had a sandwich board outside on the sidewalk. The text on it read, "Life is too short to wear boring clothes." I looking in the shop windows and what did I see? I saw rack after rack of utterly uninspired, you can find similar stuff anywhere clothing. I made me start wondering about what the term exciting clothing might mean, and how it would shift for each of us.
It becomes a kind of chicken and egg situation. Which thing happens first? Does the desire for clothing that only slightly pushes boundaries inform and affect the manufacturing industry? Or is it the industry that is deciding for us what becomes us most? Of course the cycle is so tightly bound together that you could never really determine accurately which happens first. In fact I think the truth of it is that they occur together.
Since it's in their best interest to do so, we get shown these things, and they are touted as being exciting. They show us beautiful young people smiling and doing interesting things wearing these clothes, and since we want our lives to be like theirs, we buy.