A criticism of ostentation applied to luxury brands
Selvane Mohandas du Ménil —
The start of the 2003 school year in France was marked by the unexpected eruption of anti-advertising militants. The scribbling and parodying of the billboards of big-name brands engendered a lot of confusion but also revealed a large underground phenomenon to the general public, one that called into question the accepted omnipresence of brands in the social space, a presence seen by some as an infringement of individual freedom and which participates in the total saturation of the life-space of the citizen- consumer.