August 14, 2013 § Leave a comment
“Every current of fashion or of worldview derives its force from what is forgotten. This downstream flow is ordinarily so strong that only the group can give itself up to it; the individual – the precursor – is liable to collapse in the face of such violence, as happened with Proust. In other words: what Proust, as an individual, directly experienced in the phenomenon of remembrance, we have to experience indirectly (with regard to the nineteenth century) in studying ‘current’, ‘fashion’, ‘tendency’ – as punishment, if you will, for the sluggishness which keeps us from taking it up ourselves.
Fashion, like architecture, inheres in the darkness of the lived moment, belongs to the dream consciousness of the collective. The latter awakes, for example, in advertising.”