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SCHRÖDINGER’S JEANS | Vestoj

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A FEW MONTHS AGO, whistleblower Christopher Wylie gave a speech at the annual summit BoF Voices.1 He discussed how his former employer Cambridge Analytica used Facebook users’ preferences for fashion brands to profile them according to key personality traits and later target them with political messaging. According to his matrix, fans of American denim brands such as Wrangler and Lee scored low on openness and excitement-seeking and were therefore more likely to respond to pro-Trump content, while aficionados of labels such as Abercrombie and Fitch and Kenzo displayed characteristics that were likely to make them more liberal-leaning. ‘Fashion is powerful,’ he stated and went on to note, in a Benjaminian2 stance, that totalitarian regimes are usually associated with recognisable and strong aesthetics: ‘You can easily imagine what a Maoist looks like. You can imagine what a Nazi looks like. You can imagine what an ISIS fighter looks like.’ Like myself, Wylie did a PhD in sociology of fa

People of the Twenty-First Century by Hans Eijkelboom, 2014 A FEW MONTHS AGO, whistleblower Christopher Wylie gave a speech at the annual summit BoF Voices. 1 He discussed how his former employer Cambridge Analytica used Facebook users’ preferences for fashion brands to profile them according to key personality traits and later target them with political messaging. According to his matrix, fans of American denim brands such as Wrangler and Lee scored low on openness and excitement-seeking and were therefore more likely to respond to pro-Trump content, while aficionados of labels such as Abercr

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