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This Brand is Late Capitalism | Rachel Connolly

thebaffler.com · 2,719 words · saved by 1 readers

I CALL THEM “THIS THING IS LATE CAPITALISM” ESSAYS. There are several variations on this genre of lifestyle writing. They don’t always invoke the “late capitalism” phrase explicitly, but all offer a critique of a popular brand or product in terms of its relationship to the system. Some are formulated as takedowns of companies that market themselves as millennial-friendly, or environmentally focused or, most often, feminist. In these essays, a writer will explain that, while this brand claims to be offering you empowerment, it is selling you a product at the end of the day: the enlightened brand is actually capitalist, but you might be fooled into thinking otherwise. Another type is the one in which writers chronicle their journey as they use a selection of hip, socially conscious products for a week, ultimately finding that, although these products promised to improve their life, it has, disappointingly, remained the same. Even the fanciest things cannot make you a better version of yo

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