Inside the absurd and surreal world of fashion memes The pages of fashion memes are the voice of the New Luxury

Fashion doesn't make you laugh. Indeed, it could be said that the big luxury brands, while offering the public images of carefreeness and positivity, take themselves terribly seriously in their role. After all, behind each brand and its philosophy are investors, boards of directors and quarterly balance sheets to make ends meet. So if brands can't get unbalanced in irony, it's up to consumers to make humor. And in the age of social media, humor moves through memes. Pages such as @meme_saint_laurent, @geocasket, @raf_semens, @fuckhopsin and @cumdesgarcons count to date hundreds of thousands of followers and are distinguished both by the universe of references within which they move, mixing irony and information, and for the rich and detailed portrait they make, always in a parody key, of the same consumers of luxury fashion. In recent times, with the explosion of the secondhand market and the emergence of a new concept of luxury, these pages have carved out a space in the culture becoming poles of online aggregation and acting as light-hearted educational sources on the history of fashion.

In addition to strengthening the sense of identity and belonging of the online community and playing an information role, these pages represent a lucid but light-hearted reflection of that large slice of consumers who know and appreciate the fashion of the secondhand market. It is a world composed mainly of young people and that at the moment is not really legitimized nor represented by fashion publications that focus instead on the primary fashion market. What should be noted, net of all the sarcasm and irony, is the constructiveness of the fashion discourse carried out by these pages, capable of self-moderating the rhetoric within the community by reflecting on the absurd and contradictory aspects of fashion but at the celebrating its positives, creativity and craftsmanship.