So what’s the collective message of these jeans commercials? Jeans incorporate SEX. It’s not about drugs nor about rock’n roll. No, presumably Mick Jagger and many other people squeeze themself into the skinnes just for being sexy. The reason might be found in the word “squeeze” or maybe more regarding the fact that jeans were originally workwear - the uniform of the free-spirited archetyp of men. In their history jeans were for the longest time the counter-example to the square pair of trousers: A symbol for youth, rebellion and this damn slinky i-don’t-care attitude, created by Marlon Brando and James Dean in the films of the fifties. Somehow the fashionable stretch jeans undermines this position by softening the roughness of the traditional denim. Isn’t this more appealing to women? We surely don’t have to await another metamorphose of our old friend for too long…

J.

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