What Would F. Scott Fitzgerald Post on Tumblr? The Lost Generation, #menswear, Booze and Other Elements of Style.
So, Baz Luhrmann’s adaptation of F. Scott Fitzgerald’s ‘The Great Gatsby’ is here, and suddenly everybody is talking about style, menswear, swag and the good ol’ days in which men used to dress impeccably, drink copiously, and use polished words. The opposite of Jay-Z, basically.
And, considering the huge popularity of #menswear on social media – especially on Tumblr – it’s probably the right time to pay a tribute to a bunch of great artists.
The other day I read this, somewhere, I don’t remember where: ‘Always a natty dresser, Fitzgerald had his Army uniform tailored by Brooks Brothers. He dressed many of his characters in attire by the same clothier.’
And, as you can see from the following pictures, Mr. Fitzgerald was indeed a stylish man.
The writer was a key member of what has been called “The Lost Generation” by Gertrude Stein. A generation of stylish, decadent, hedonistic, inconsolable and dark-souled artists, such as Ernest Hemingway, T. S. Eliot, John Dos Passos, Waldo Peirce, Isadora Duncan, Abraham Walkowitz, Alan Seeger, and Erich Maria Remarque.
Erich Maria Remarque
John Dos Passos
T. S. Eliot
They were also into booze, as you can see from this selection of quotes.
‘First you take a drink, then the drink takes a drink, then the drink takes you.’
‘I’ve been drunk for about a week now, and I thought it might sober me up to sit in a library.’
F. Scott Fitzgerald
‘Always do sober what you said you’d do drunk. That will teach you to keep your mouth shut.’
‘I drink to make other people more interesting.’
‘If I were sufficiently romantic I suppose I’d have killed myself long ago just to make people talk about me. I haven’t even got the conviction to make a successful drunkard.’
John Dos Passos
What do you think?
‘My second marriage had a lot to do with alcohol.’
We could talk about Buddhist rituals, conviviality from Dante Alighieri to the new ‘speakeasy’ in Soho, Ernest Hemingway and Jackson Pollock and how much it matters when it comes to French post-structuralism, but the truth is, at the end of the day, that we drink booze in order to get tipsy. Fact.
Now, you cannot really say that when you take care of a drink brand on social media, therefore you have to edulcorate the whole thing, and turn it into a lifestyle-related matter – you drink XXXXXX because you are a seasoned and urbane man, not because you want to get hammered, that’s the spirit.
Here are a few ways you can do things, when it comes to alcoholic beverages and social media.
The playful / ironic way
Have a laugh, this is supposed to be fun. Be responsible when you drink, but remember: alcohol is a social lubricant, and helps get the creative juices flow, so go ahead, enjoy! Look at Molinari and Newcastle Brown Ale. Top quality.
The luxurious / sophisticated way
You are not a dull, boring man with a grey, meaningless life. And this is not a drink. This is something else. Something more. From Frisco to the red carpet, you are a major player of that chess game they call ‘life’. You don’t get drunk, you get deep. That’s the difference. Absolut and Disaronno docet, in this case.
The “real deal” way
A drink by yourself means you are having trouble with the wife. A pint with a friend means it’s Friday, everything is alright, no worries, Bob Marley singing in the background, spring in Seville. Life is good. This is the “Guinness way”.
And then, there’s the Keglevich way, AKA the “WTF-cheap-not-funny-extremely-sexist-rude-oh-Lord” way.
Seriously, how bad is this?
What do you think?
Tumblr and the “Stylish and F***ed Up Generation”/ Design & Architecture, Sex and the Narcissistic World of Gen Y.
What is Generation Y? Nobody really knows. Academics are confused, sociologists are puzzled, and even leading-edge brands such as Burberry are at sixes and sevens, when it comes to this rather special breed of customers.
According to Wikipedia, ‘Generation Y, also known as the Millennial Generation, is the demographic cohort following Generation X. There are no precise dates for when Generation Y starts and ends. Commentators use beginning birth dates from the latter 1970s, or from the early 1980s to the early 2000s.’
The plot thickens.
I googled the term, and found a handy service from the Financial Times, called Lexicon. Well, I thought, whatever the FT says, it must be at least close to the truth, right? Not so sure about it.
‘Globally, generation Y (gen Y) refers broadly to the demographic cohort born between 1975 and 1995. The group is seen as reliant on new media and digital technology with short attention spans. They expect entertaining and fast-paced information and are assumed to be self-centred, demanding, and hard to integrate into teams.’ The article continues: ‘As consumers, gen Y attracts much attention from market researchers who have realised early on that the group itself has different values, such as placing emphasis on environmental issues, but in other respects gen Y varies between countries.’
The FT describes Gen Y as a pretty capricious, whimsical, quirky and hard to define bunch, then.
The Boston Globe has a little more sympathy for these young fellows: ‘For young people today, the American dream of working hard, saving money, and becoming richer than their parents may be out of reach. Americans in their mid-30s and younger have accumulated less wealth than their parents did at that age more than 25 years ago — a trend that threatens to weaken the economy overall, according to a study by the Urban Institute, which analyzes social and economic problems.’
Now we understand a bit more: Gen Yers have different values, are more narcissistic but also more civic-minded than previous generations, tend to spend a lot of time online – Tumblr, rather than Facebook – and have a tragic sense of beauty. In sum, we can say that: the future seems grim, political correctness is not mandatory anymore, and Gen Y are a stylish, narcissistic, culturally aware and fucked up bunch of souls curating/creating incredibly sparkling and fascinating Tumblr blogs about design, “things I like”, cool stuff, and content that is hotter than a vindaloo.
Here’s three cool Tumblr blogs you should check out, if you want to understand – and eventually sell stuff to, you greedy, impertinent corporation – the Gen Y.
A perfect snapshot of a certain fringe of Gen Y – the ones who read Jean-Paul Sartre, watch Jean-Luc Godard’s movies listen to Tyler, The Creator and prefer Wolfgang Tillmans over Terry Richardson.
Life on Sundays
Stylish interiors, details, beautiful objects, stunning images, with a NSFW twist – because pornography is now part of our online lives, and is also getting classier – and a strong melancholic aftertaste.
Exquisiteness and design for the Gen Yers, constantly fluctuating between the bright and dark sides of life: the yin of bikes and cycling and the yang of booze and cheese sandwiches, well-behaved girls smoking and drinking, all wrapped in a fucked up dandy cape.
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