Why are sneakers getting ugly?

When new sneakers are released, many sneakers will feel ugly, and when they really grab shoes, they will be as crazy as dogs.

Yeezy 350 is like this, and so is Paris family TripleS.

Is there something wrong with the aesthetics of ordinary fans? Not exactly. To tell the truth, from our previous aesthetic point of view, Yeezy on the left has a strange shape, and Balenciaga on the right is obviously a pair of vintage old shoes in the late 1980s that my grandfather didn't like.

Look at the price, it's close to 2000 yuan on the left and it's hard to win without 6000 yuan on the right. You are obsessed with money.

Of course, the prejudice of fans will only stay when the spy photos of new shoes have just been exposed. When sneakers are really promoted or sold, the aesthetics of a large number of fans will change. They think the above two pairs of shoes are beautiful, really beautiful.

Why?

Here, I want to mention the strength of the sneaker business.

Modern sports shoes sales industry, like movies, is already an industry worth tens of billions. Sports manufacturers want to sell a pair of fashion shoes, and the top floor has to contact fashion cultural idols like Hiroshi Fujiwara and Kanye to help design them; Publicity has to contact popular stars, keep getting on the feet, and take a perfect street shot on the social account po; When selling offline, strictly control the sales volume and carry out hungry marketing.

In this way, a pair of shoes will become beautiful.

Hypebeast once had an article devoted to how to take pictures of sneakers, which probably meant that photographers chose the angle, what light to shoot with, what camera to buy, and even ordered models to match clothes for sneakers. Anyway, it doesn't matter as long as the sneakers look good. Spend more time and money.

Everything is for users to pay for services. If a boy once thought a certain series of shoes were ugly, he suddenly changed his mind because of these photos, and then silently collected the shoes into the purchase list.

I have given a definition of this matter, which is called persuasion aesthetics.

Consumers buy a pair of shoes, no longer just to look good. Labels, culture and wealth were given to a pair of sneakers. As long as it is fashionable and can reflect my uniqueness, even if it is not like shoes and uncomfortable to wear, I am willing to pay for it.

Finally, talk about popular aesthetics.

In fact, popular aesthetics has always been dragged away by avant-garde designers. Every year at Paris Fashion Week, the general audience thinks that a group of strangers are shuttling on the runway, and the public does not recognize it, which does not mean ugliness. Often these clothes will really go to the public after 3-4 years.

So is Sneaker's circle. The popularization of subculture and the awakening of aesthetics take time.

Of course, if all this is consumerism-oriented, I will resolutely resist it. Merchants will only encourage you to buy more garbage and then throw it away and sell it to new garbage.