Dressing down: Can this actually boost your social status?
From wearing a suit to a wedding to donning a tie for a job interview, American society has established unspoken rules for dress codes and proper etiquette. But there’s always that one guy who wears the bright socks or the obnoxious bow tie. According to a new study in the Journal of Consumer Research, this type of behavior has the potential to increase a person’s perceived success.
Across five laboratory and field studies, the authors looked at the role of nonconformity in different populations. The collective results suggest that people attribute higher status and competence to individuals who are nonconforming (rather than conforming) in prestigious contexts with expected norms of formal conduct.
In one study, students were asked to rank the perceived professional status of a professor who was employed at either a local college or a top-tier university and who was either clean-shaven and in a business suit or who had a beard and was wearing a t-shirt. As the researchers predicted, the students attributed significantly more status and competence to the unshaven professor at the top-tier university.
Both niche and mainstream brands interested in the role of nonconformity in advertising can capitalize on the growing demand for clothes and accessories that signal intentional nonconformity. Further, nonconforming brands that are associated with premium prices may signal that the nonconforming individual can afford conventional status symbols.
"A key question for companies is to understand how consumers can demonstrate that they are intentionally not conforming through brands and products. In other words, ‘what makes nonconformity seem more intentional?’" the authors conclude.
More information: Silvia Bellezza, Francesca Gino, and Anat Keinan. “The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity.” Journal of Consumer Research: June 2014.
Vex is a curved, fluted concrete house in Stoke Newington. It’s also an unusual collaboration between the architects and musician/composer Scanner. Music and architecture both take as their starting point Eric Satie’s ‘Vexations’ – a looping, repetitive piano work which lasts around 28 hours in continuous performance.
The building will be a three-storey studio house with top floor living spaces and a roof terrace accessed via a glazed roof pavilion.
The music/sound will be fullyintegrated within and around thebuilding’s spaces. ‘Vex’ will be an unusual addition to the Northwold Cazenove conservation area. It has planning permission and starts on site in the summer.
Yesterday, helping Alisa on photoshoot for @figandviper in London. Thank you so much! 💙💙💙 #whatevergoth #figandviper (at Nandos Dalston)
Inadvertently reppin my alma mater!
Made an effort to swing by The Brain this afternoon during my ride out to the beach.
Such an incredible home. One can dream…
Shinichiro Arakawa autumn / winter 1999-00
For the collections of this Japanese designer, native of a silk-producing region, the presentation is as important as the content. More “happening” than fashion show, each one illustrates a theme reflected in the choice of venue. Shinichiro Arakawa likes to use public places as a way of symbolising the anchoring of the garment in contemporary society. His summer 1998 collection, which was made possible by an ANDAM fellowship awarded in 1997, illustrates the theme of the chrysalis with layers of flowing, transparent materials. Expressing a daring metaphor comparing the businessman to a silkworm in metamorphosis, Arakawa showed this line on a runway built in the heart of the Shinjuku business district.