From country kitchens to TikTok - and now police are being called in
‘Le Creuset’s strange straddling of traditional, country kitchen, Jilly Cooper-ish luxury and contemporary, Gen Z, Tik Tok conspicuous consumption,’ writes Nell Frizzell
Every so often, a hallmark of overpriced, label-obsessed, so-called “heritage” branding shoots into the stratosphere of popular taste, getting adopted by Extremely Online twentysomethings until the association eventually tarnishes the item in question’s earlier elitist reputation. You know the sort of thing: Burberry check, Tiffany bracelets, Manolo Blahnik shoes. The same, it seems, is happening to big iron pots.
As someone who has worked in advertising and consumer media from time to time over the past 20 years, I can assure you that every speck of what we call “branding” is nonsense; the grubbiest, basest combination of greed, mob mentality and imposed shame.
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