I highlight a process that involves the gurufication of a creative persona via the promotion of an enormous symbolic economy around them that far exceeds the flesh and blood individual.
9 Richard Florida, the guru of creative industries policy who endorses Currid-Hackett’s book, argues that perpetual creativity means economic value, and the hipper a city appears the more creativity and thus capital it will attract (2004).
10 The description can be found here: www.onassis.org/whats-on/end-credits-stevemcqueen
11 The film was shown in the Onassis Foundation, a partner institution of Athens Biennial. This foundation, recently involved in gentrification policies in downtown Athens, is devoted to the memory of the shipping magnate Aristotle Onassis and mainly funds its activities thanks to oil and fossil fuel extraction and transportation.
12 The struggle for maintaining a frictionless space of coolness can then lead to the prescription of what we may call, following Foucault (1977), “cool regimes of truth”, as a cool curated atmosphere can advertently or inadvertently prescribe its own version of historical events built after its own image.
13 Vetements was founded in 2014 as a design collective from designers who had previously worked in prestigious brands, including Maison Margiela, Balenciaga, Céline, and Louis Vuitton.
14 This information can be found at the following address: https://sv77.com/eu/men/ vetements/destroyed-anarchy-sweater/215615-product/
References
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Cultures of Platform Capitalism