Can we make fun of everything in fashion?

The French brand “Le Leon” has just generated very negative reactions among fashion spheres with the release of a very controversial collection. One of the reasons for this bad buzz concerns a sweatshirt, with the motto “chomeur” (unemployed). The white model is surrounded by 2 black sweepers. And when you know the situation in France, you can imagine how stupid this lookbook may appear.

The sweatshirt is sold 285 euros; something very expensive when you consider the quality of the product. As Mathilde Laurelli (L’Express Styles) sarcastically asks:

is unemployment a new fashion trend among hipsters?

What’s super interesting thus is to wonder if we can make fun of everything in fashion. And the answer is probably: no.
We’ve asked some fashion specialists and readers what could be the rules of a positive fun and here are their answers:

  1. Fun should be done when there’s a deep narrative beyond the coup. And it’s true that in this case, as the story is very poor (oh, it’s, oh, just second degree < WTF?) the fun is not an entry point to something else
  2. Fun could be implemented when fashion tries to fight against something or for a cause: it can be a way to attract a wide diversity of new people to use the fashion statement as a statement at all!
  3. it should be done in a positive way, not in a too dirty way: making fun of Lindsay Lohan when she’s on rehab? Well, then what? It does not mean that a fashion brand should not be aggressive at all: fantastic brands bring us, in a sometimes violent way to new spheres

At the end, the question is not to debate on the mash-up between fashion and LOL, The only thing that matters is: brands, what do you have to tell us? Before diving in second degree, what do you offer at the very first encounter. And very often, not much more than just a piece of cotton.


  1. i think, according to the image and the atmosphere which was intended by the fashion brand, being unemployed might have something romantic and timeless for people with a fulltime job. they might have the desire to just be unemployed and do whatever they feel like. having breakfast around the corner for 3 hours on a monday morning? also, the brand might wants to play with the fact that nobody will know whether you’re unemployed or not. so to me, it’s interesting to reflect, what could have been the motivation to make a 285 euro sweatshirt that says chômeur rather than judging why things are right or wrong, cuz nothing ever is.

    1. Hi Nina
      That’s interesting. The problem is that it’s super rare when an unemployed guy can spend 285 euros in a sweatshirt. It’s not only a moral issue but more what it tells on the Thames. For instance, Benetton did something amazingly powerful with their last campaign Unemployed and I do agree that in this case, it opens questions and makes us think differently, even if it shocks us (which is a good news)

      Your point on the desire of being unemployed is interesting thus. The joy of being idle can be a sort of new luxury.

      In the case of Le Leon, the story behind is just very weak, at least for us. But thanks for rising another opinion here!!!

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