Monday, September 10, 2007

Commodification of Uniqueness

There was a recent New York Times style magazine article on the new Saks Fifth avenue shopping bag, which features a unique arrangement of the saks fifth avenue logo on every single bag.

By cutting up the logo into squares, and rearranging the squares in a different way on each bag, they create googols of different possible combinations.

The shopping bag, a Warholian symbol of comformist consumerism has over the past few years received much attention as lower production costs have caused mall brands to create fancier and fancier bags, while eco-concerns has made reusable canvas grocery bags into a fashion statement.

However, the Saks bag does something neat by making these mass produced symbols of brand identity into something no longer identical. Each unique, yet each, identical in its genesis. Replicating nature by its same but not sameness (like snowflakes).

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