In a selfie-obsessed world, it pays to be ugly. Fashion houses across the world make eye-cringing designs on purpose. The crazier, the better.
Says Prada's head fashion designer Miuccia Prada: “The investigation of ugliness is, to me, more interesting than the bourgeois idea of beauty. And why? Because ugly is human. It touches the bad and the dirty side of people.”
Why do people love using Snapchat over other social media services? Because it celebrates authenticity. When people try to be real, they can be flawed, which is relatable.
Beautiful gets boring. Ugly is pervasive and unforgettable. It stands out with a clear message.
Balenciaga nailed ugly when it designed clothes inspired by the Bernie Sanders logo.
Gucci's Dapper Dan jacket is an attempt to throw back to an era of displeasing design.
People preferred Madona when she displayed her natural gap tooth. Ugly is about breaking the rules and doing things a little different. Models never smile on the runway because they want to be unshakeable.
But people view the world as it relates to them. Letting go of perfection and designing for ugly creates a sense of communion with the viewer.