Balancing Relatability and Unattainability: SSENSE and Culture
By Iris Vaughn
In fashion, music, art, and other fields, there is a culture founded on being unattainable yet simultaneously relatable. It’s an art in itself to balance the two, and SSENSE has it perfected.
SSENSE is a retailer, but more notably a fashion platform. Through diverse perspectives, fun marketing, and cultural awareness, the brand has become distinctive and incomparable. The brand is a product of our culture; therefore, my goal is to A- Dissect current culture and B- Dissect SSENSE’s ability to embody said culture.
Sourced from @ssense
Sourced from @ssense
Relatability:
The desire to connect with people as a brand through relatability is not a new concept. SSENSE takes it a step further because they are not trying to keep up with the culture- they are in on it. The team behind the brand has a keen awareness of pop culture, music, and internet crazes. They recognize and transform concepts into marketing techniques. Using popular vernacular, viral trends, and fill-in-the-blank ads makes the brand feel playful. The marketing seems basic, and yet it is extremely effective. Part of the marketing approachability is rooted in the minimalistic design and text that is to the point. The brand has an effortless energy about it, while being extremely evident that the team behind it is passionate and the product is well thought out. If it isn’t evident enough, we admire and aspire to be effortlessly cool.
Sourced from @ssense
Sourced from @ssense
Unattainability:
When it comes to brands/celebrities, the allure is in our aspiration to embody an energy that exudes authenticity that can’t be replicated. SSENSE is witty, clever, and personified is the cool older sister. She’s an it-girl, trendy, hip, and wildly unapproachable. She’s up to date on the newest trend, and she speaks in lingo that you know you’re not with-it enough to understand. Part of what makes the brand so intimidating is that it is so “in the know”. The content is unique and speaks to the most niche fashion communities. The graphic design choices are sleek and pack a punch, paired with models that manage to scream quite confidence. In both the brand and current feelings surrounding art and culture, there is a craving to have energy that is unique and distinctive.
Sourced from @ssense
Balance:
The intersection of art, music, fashion, and pop culture is captivating, and while presented as relatable, it can’t be replicated. While SSENSE’s content initially originates in trending concepts that are approachable, there is a key factor we can’t forget: perspective. We can all consume media, but what makes it so compelling is how our personal experiences, ideas, and backgrounds shape our viewpoint. Connecting with others while remaining distinct is the real science, and as a culture, what we crave is a community built on diversity. (Oversimplified translation: We crave relatability and unattainability.)
