Reality Is Back In Fashion–But Is It Too Real?
To look incredible while going about your everyday tasks...
Smelling a tangerine at Key Food while clutching a leather bag that hovers upwards of $4,000? Holding an iPhone and a tangled set of wired headphones in a deliciously cinched blazer that retails enough to be a mortgage payment? The latest fantasy in fashion is looking good while partaking in the most boring tasks.
The idea has been popular with smaller brands. A few months ago, FeedMe’s
mentioned how Miaou (along with restaurant Wagamama and birth control company Julie) used grocery stores in their micro-campaigns. Women in skimpy dresses and skirt sets from the LA-based brand shopped the supermarket aisles and loaded their carts with Cheerios and a nine-pack of English muffins.
Big brands have also been getting in on riffs of the everyday, sometimes more subtly than a leggy model snagging a Hungry Man dinner. Consider the resort 2025 Bottega Veneta lookbook. The models, sometimes holding their four-digit priced Sardine bags, exhibit typical primping gestures in shots: one wears a funky print camp shirt and tugs at her tousled hair while another fluffs his leopard print teddy coat. A bored hot girl in an epically tailored skirt set checks her nails as if she is passing the time while waiting at the bus stop—or for her Uber: after all, she’s standing in a heel with a blooming floral accouterment.
Reality dressing also reared itself on the runway, most notably for Miu Miu spring 2024 where models, done up as messy women, plodded down the runway with their bags bursting with a cornucopia of stuff. Shoes. Sweaters. A whole lotta random. The next season for Miu Miu, nail artist Mei Kawajiri created purposely chipped manicures.
It doesn’t stop there. There was also
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