HYPERMADE CULTURE MAGAZINE

TagSociety

Commentary
The Archive of Fatigue

ZARA’s THE ARCHIVE (October 2025) – On the Neutralization of Elegance
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Rows of archive shelves filled with boxes and files, symbolizing order and aesthetic stillness.

With “THE ARCHIVE”, ZARA once again confuses attitude with silence. Between muted colors and controlled silhouettes, it reveals no new aesthetic – only the perfection of fatigue.

Commentary
The Pose of Enlightenment

How Moral Awareness Became Aesthetics — and Why Wokeness Lost Its Depth
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Minimalist photograph of bright blue water with a single yellow rubber duck floating near the lower right — a calm yet ironic reflection on surface and meaning.

Wokeness was once an awakening; today it serves as a backdrop. The line between moral gesture and aesthetic reflex, between attitude and staging, has almost vanished. What remains when awareness...

Commentary
Gucci’s Seventh Quarter of Decline

Luxury in a State of Fatigue
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Gucci logo at night symbolizing the fading allure of modern luxury.

The myth is fading. Once a synonym for flamboyance and commercial triumph, Gucci now finds itself in a deeper crisis than any of its major rivals. The era of endless growth is over — and with it the...

Commentary
The Aesthetics of Simulation

Part 3/3
How Algorithms Are Replacing Humans in the Fashion Industry
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Symbolic image for the change in the fashion industry: a server room as a metaphor for the replacement of real models by algorithms.

After the faces have vanished and the avatars have risen, the final step follows: fashion detaches itself from the human being. What began as a technical advance becomes a cultural turning point...

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