Style had rather a lively year. At times it was political, or effective, or simply plain straightforward, however there were likewise lots of designers who opted to utilize amusement as an innovative tool during the collections. In 2017, the runways were filled with quirky, giggle-inducing products like unsightly platform Crocs, reinterpretations of plastic Duty Free bags, and a butt-revealing dress made to look like a Tiffany’s precious jewelry pouch. And as the trends got wilder and weirder, the online meme masterminds went to work.Accounts like @siduations and @freddiemade grew their followings with photoshopped images of Thom Browne’s surrealist Spring 2018 dresses flanking the Marshmallow male, and Queen Elizabeth’s head on Rihanna’s body, worn cutoff denim shorts and a diamante encrusted Gucci bodysuit. In January, @fuckjerry modeled IRL on the catwalk for Ermenegildo Zegna, and in March Gucci released its own collection of memes for a task called #TFWGucci. Other accounts threw some spirited shade at designers like Virgil Abloh and Rick Owens, while fashion’s preferred noise person Michel Gaubert had fun on his feed with Chanel logo designs and bootleg toilets.Freddie Smithson of @freddiemade argues that the surge of these stylishly humorous memes was sustained by those in fact working in the organisation, individuals like Gaubert or Alessandro Michele at Gucci.”I think that recently the style industry as a whole has actually begun to actually accept the concept of not taking itself so seriously all the time,”Smithson says. “Social media has actually also made luxury brand names more available than ever and many higher-end brand names have started working together with mass sportswear labels and street labels also. “He adds,”I believe memes fit into all of this. It’s the concept that you can still like a brand name, but discover humor and cheekiness in it too– I suppose it humanizes them!” Style memes are a sign of the industry opening up to new audiences and vice versa. “People are truly yearning comic relief right now, as well as content that feels more inclusive,” states Sidney Prawatyotin of
@siduations.” Who would have thought you could achieve this by posting an easy runway image to Instagram, like one that shows Lily McMenamy taking the train in a complete Comme de Garçons runway look?” Here’s a small sampling of the most LOL-worthy style jokes of 2017.