With the prominent release of Kanye West’s “Air Yeezy Part 2” mitigating unprecedented hype, we ask what is with our obsession with endorsed fashion?
The leaked pictures show the second in the series. The first, released in 2009, immediately sold out, with fans queuing over night, and pairs going upward of $1500 on eBay. The ignition of hysteria was manufactured via blogs, with daily updates keeping ‘sneaker-heads’ informed. The influential arbitrators of street fashion, blogs, have become the key resource for fashion savvy our generation. Where magazines emerged in the 70’s, it is blogs that provide us with a key insight into the fashion melting pot.
Although our blogs and magazine provide us with this imperative insight, it is the endorsement by our favorite celebrities that transcends us into apocalyptic chaos, trudging over every other bastard in the queue.
A Dutch team of geeks, studying into the psychology behind celebrity endorsement, found that specific parts of our brain, linked to affection – the medial orbitofrontal cortex – go berserk when confronted with our stars.
“The enhanced memory performance for items that were encoded in the context of a famous individual can neither be explained by increased attractiveness of the celebrity nor by a higher level of perceived expertise, but only by the persuasiveness of fame itself,” wrote lead author Mirre Stallen of Erasmus University.
So basically, any mug can sell us shit, as long as we know who they are… Roll on Rebecca Black’s Air Force 1’s….