Clout goggles

"While rappers may be flexing clout goggles [a nickname of a style of sunglass made famous originally by Cobain] in all sincerity, it’s impossible to ignore that clout goggles have quickly become meme fodder at its best and an emblem of being dressed by the internet at its worst.


Additionally, wearable memes are, bizarrely enough, respectable wardrobe pieces. In an age where sincerity and vulnerability are considered lame, wearing something with meme status is like wearing your aloofness and cynicism on your sleeve—or, in the case of clout goggles, perched on top of your nose bridge—while simultaneously demonstrating your mastery of internet humor.

While meme status may boost the product’s notoriety, it also dooms it to an equally short lifecycle. ... When Gucci belts became the punchline of Twitter comedy, it became impossible to wear one because you genuinely enjoy the design—to everyone else, you just look like you’ve fallen prey to internet humor. ...

Meme status strikes randomly, indiscriminately. As such, it’s difficult for designers to take preventative measures, but it is possible for them to embrace meme status as beneficial to the brand. Gucci rode the wave, releasing a series of memes as an advertising campaign and cementing its popularity with millennial consumers. It’s a different case with clout goggles, however, as the sunglasses style became so quickly widespread that it’s doubtful that Christian Roth can reign in the situation. The true harm that meme culture inflicts on fashion is the potential dilution of the piece in question’s substance. The moment articles of clothing or accessories go viral without any intervention from the designer, they become one-dimensional, incapable of being culturally impactful beyond drawing a quick laugh."

tags: memes,memetics,clout_goggles,fashion