October 16, 2019

GOING BROKE, WENT WOKE: GQ is a holy text of woke capital.

GQ embracing all things ‘woke’ was predictable. Since 1932, this storied institution has published articles and photographs related to men’s fashion and culture. Once a port and cigars kind of publication, in the 1990s it became associated with the ‘metrosexual’ trend. GQ, Mark Simpson wrote, was:

‘…filled…with images of narcissistic young men sporting fashionable clothes and accessories. And they persuaded other young men to study them with a mixture of envy and desire.’

Being narcissistically obsessed with fashion and status naturally led the owners and staff of GQ to adopt a fashionable, high-status ideology. Like Rolex watches, ‘woke’ opinions are positional goods, too arcane, counter-intuitive and amorphous for anyone except an ideological elite. As with clothes, ‘woke’ fashions offer endless content as different social phenomena are humorlessly deconstructed. It is, in other words, a perfect fit.

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Sometimes the messaging is more obvious. Pharrell Williams appears to say ‘the dominant force on this planet right now is the older straight white male,’ and ask, ‘Man, what would the world be like if women held all of the highest positions worldwide?’ I too am disgusted by old straight white males putting down protesters in Hong Kong and imprisoning Uighurs, but am also curious what the world would be like if it was ruled by Marion Le Pen and Kolinda Grabar-Kitarowic.

Exit quote, via Twitchy:


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