“How to look rich”: why these YouTube tutorials are so popular?
These videos are titled “How to look expensive” or “How to look rich” and can reach several million views.
YouTubers and especially YouTubers advise their subscribers to wear solid materials, discreet accessories and neutral colors such as black, white and beige... Dressing from head to toe in the same color is also a trick popular.
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This trend is not intended to encourage the purchase of counterfeit parts, nor is there any question of ruining oneself in luxury brands. These tutorials are aimed at small budgets. The How to look expensive movement advocates sobriety and minimalism. These youtubers encourage to buy less clothes but better qualities.
Favorite jogging suit
As for men's fashion, it's time for jogging and more for suits. Kanye West with his brand Yeezy or Virgil Abloh, former artistic director at Louis Vuitton have revolutionized the image of jogging in fashion, especially in luxury. Besides, costume sales have collapsed in a decade. According to a study by the Kantar Institute, in France, more than 3 million costumes were sold in 2011 compared to just over 1 million in 2019.
Level up
What's the point of looking rich when you're not? The goal advanced by the authors of these videos is to imitate his future self, to pretend to be rich in the hope of becoming one one day**. Finally, these videos are personal development advice related to the Level up movement, this ubiquitous expression on social networks in recent years. In French, it means “to progress”, and this concerns professional life, personal life or even appearance.
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The gaze of others is essential since it is a question of appearing. This is an argument that comes up regularly in these videos. One would be treated better when one is very well or dressed like a rich person. “When I dress well people treat me differently,” Octavia B explains in her video. These are not only fashion tips but also strategies to circumvent social discrimination in everyday life.
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