Faced with the monopoly of minimalism and normcore, which we frequently discuss in these pages, kitsch is becoming increasingly popular with decorators and designers. It's like a snub to established norms.
The world is fascinated by Scandinavian design: its utilitarianism, minimalist aesthetic, adaptability to the modern world, etc. But, like all dominant movements, it has given rise to an alternative where it was least expected. And that alternative has come in the form of kitsch. Yes, you read that right: kitsch has become stylish! National darling Jean-Paul Gaultier has been practicing it for some time now with considerable success, including in unexpected places such as wallpaper.
Whereas kitsch used to define an easily accessible mass culture in opposition to the so-called "high" elitist culture, it now encompasses a whole visual imagination inspired by fashion brands. Gucci leads the way. Its former creative director, Alessandro Michele, did not hesitateto mix unlikely styles, combininglace, flared trousers, fur, and Art Deco prints. The "new" kitsch could thus be defined as a reappropriation of the codes of the past with humor and a good dose of self-mockery. All in a mismatched and colorful way. It thus becomes a true intellectual and artistic construct.
This is especially true when it contrasts with a widespread lack of excess, as seen in the rise of minimalism. Personally, we are big fans of the minimalist movement, but we fully understand this ostentatious need to break the rules. It explains the success of a fashion brand like Philipp Plein,the only one to fully embrace bling...with very kitsch results.
To return to a more Mediterranean style than the German creations of Monsieur Plein, which we are not particularly fond of, we can also mention the creations of artistic director Pierre Marie, who works for Hermès, or the furniture by Italian designers Moroso and Missoni. Kitsch is back! But stylish kitsch, please.