Post. 26 Mar 2018.

When asked in an interview about a year ago about how a trend takes hold, Lauren Santo Domingo told me she believed in the power of three. Santo Domingo is a contributing editor at US Vogue and the co-founder of the online luxury retailer Moda Operandi, but in this new landscape she should probably rebrand herself a political analyst. For a consumer to be persuaded that something was really worth investing in, she argued, they needed to see it three times: once on a catwalk, once in some form of editorial spread, be it in a fashion magazine or on a street style website, and then finally in a store, where it would be packaged in its most commercial incarnation. The product wouldn’t change, but the context would. And even the most difficult or extreme of items, she suggested, would ultimately become palatable.

Published by William Vaughan

filmmaker, artist

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