The Meme Became an Aesthetic: Post-Ironic Fashion and the Future of Branding
- Sep 30
- 3 min read
From internet humour to haute couture, Post-ironic fashion proves that irony is no longer just a joke - it's a new form of capital
From Meme to Market
What started as throwaway humour on the internet has now become one of the most influential design codes of the decade.
Memes — once seen as fleeting, disposable, and unserious — have transcended their digital boundaries to shape how brands create products, campaigns, and even entire identities. In Post-Ironic Fashion, we see this shift clearly: a viral joke or absurd visual can inspire a capsule collection, appear on a couture runway, or become the concept behind a luxury campaign. The ephemeral has turned into the material.
