express yourself

That’s the thing we keep hearing. Almost in every ad.

  • 1929cigarettes
    Lucky Strike, “Torches of Freedom” ↗
  • 1974burger
    Burger King, “Have It Your Way” ↗
  • 1988shoes
    Nike, “Just Do It” ↗
  • 1997computer
    Apple, “Think Different” ↗
  • 2004soap
    Dove, “Real Beauty” ↗
  • 2010jeans
    Diesel, “Be Stupid” ↗
  • 2011soda
    Coca-Cola, “Share a Coke” ↗
  • 2014burger
    Burger King, “Be Your Way” ↗
  • 2015sneakers
    Converse, “Made by You” ↗
  • 2016car
    Toyota Aygo, “Xpress Yourself” ↗
  • 2016phone
    Alcatel, “Express urself” ↗
  • 2017clogs
    Crocs, “Come As You Are” ↗
  • 2019clothes
    Express, “Express Yourself” ↗
  • 2023mascara
    e.l.f., “Express your e.l.f.” ↗
  • 2026clogs
    Crocs, “Wonderfully Unordinary” ↗

But mostly it’s . Right?

Adam Curtis, The Century of the Self, 2002 ↗

Zara. H&M. COS. Mango. Gucci. Dolce & Gabbana. Valentino…

But then… how is it different to express ourselves in polyester… or in cashmere? Or in silk, instead of satin? Or ?

  • polyester
    plastic, made from oil
  • cashmere
    goat down, Mongolia, Tibet, Nepal
  • silk
    spun by the silkworm
  • satin
    not a fibre, a weave
  • linen
    flax stalks

And now there’s this new one, .

lyocell

wood pulp: eucalyptus, beech, bamboo

Drawing: a hazel branch with leaves
untitled 2024

So it’s… wood. We’re wearing wood now. Or trying to. It reminds me of this Romanian philosopher. No, not Cioran. .

Mihai Șora

1916–2023

the human dilemma is how to live like a tree without ceasing to be human

Drawing: a tree in the botanical garden
untitled (botanical garden) 2023

to be continued