17. So we end up with a market that looks
like this
18. And we could have the same
homogeny we had in music in 1977
19. Or we could Be Brave and do
something different
Editor's Notes
While the country was angry at strikes, the government and the Bay City Rollers, and heading off in one direction “Zig”, Vivienne Westwood made a decision to “Zag”
She did it because it’s what interested her, and what she liked. Not just because she thought it would make her a lot of money, but because the country needed something to make it sit up. As stylised as the Spice Girls, they were a vehicle for her to launch a new wave of fashion. They may have sung about anarchy, but they didn’t stand for anything. Just complete nihilists and hedonists. Nihilistic hedonists. Let’s get fucked because we can, because it’s there.
And for Vivienne Westwood it worked. She went against the grain of popular culture, created something extraordinary, and it worked.
And mimic us, and competitor C spies on competitors A and B. And mimics them. And competitor D comes and mimics everyone else
