In the middle of research for my dissertation, I procrastinated by watching the Jonas Brother’s music video for their single ‘Sucker’. I can’t say I’m a close follower of the band but I was drawn in by their reunion and I feel that they are genuinely hilarious, indicated by this Paper cover.
I’ve since become hooked on the song, but the most significant part of the video for me was the location: the stately home, Hatfield House. This is because a key part of my dissertation was based on the locations used in Yorgos Lanthimos’ The Favourite, especially Hatfield, which was used for Queen Anne’s palace.
For the most part the music video matches the theme of the song, with the brothers literally falling at their wives’ feet. There was also a chaotic atmosphere, which I felt resembled a mad hatter’s tea party through the exuberant outfits and actual tea parties. In this sense, the grandeur of Hatfield suits the excess in the video; lounging in a bubble bath in a diamond hairnet should be an everyday ritual.
However, having obsessively looked at Hatfield onscreen and in person, there were some definite nods to The Favourite. I’ve narrowed it down to these three moments:
In The Favourite, Queen Anne has seventeen pet rabbits, which represent the real monarch’s number of miscarriages. They are a key visual motif throughout the film, communicating the Queen’s tragedy and eccentricity. In Sucker, Sophie Turner and Danielle Jonas lounge on deckchairs in the distinctive Marble Hall (think of the scene in the film with the dance mash-up of voguing and waltzing), while a herd of rabbits surround them.
2. The Long Gallery
This expansive corridor is used many times throughout the film to convey the idea of isolated spaces, with the gallery often manipulated by the use of fisheye lenses to enhance the length and add a period look to the film. In the music video, Priyanka Chopra strides down the corridor, and there is the same gilded ceiling and wooden panelling which makes it so distinctive in The Favourite.
3. The Library
The library is used as Sarah’s bedroom in the film, distinctive for its floor to ceiling bookshelves and ladders lining the walls (think of Sarah throwing books at Abigail, if the room isn’t coming to mind). In the final moments of the music video, the band and their wives pose in front of the shelves as their portraits are painted.
Hatfield House, with its distinctive Jacobean architecture, is a popular film location, and this could be the reason why the Jo Bros chose it for their music video. However, assuming those moments are references to The Favourite makes me enjoy the video and the film so much more, so I can only thank the band for some mid-dissertation distraction.
How did Jeremy Scott capitalise on his ‘aura’ whilst simultaneously crowning himself the Founding Father of (21st century) Fast Fashion?
‘Some company recently was interested in buying my “aura”. They didn’t want my product. They kept saying, “We want your aura”. I never figured out what they wanted. But they were willing to pay a lot for it. So then I thought that if somebody was willing to pay that much for it, I should try to figure out what that is.’ -Andy Warhol
I am unsure as to whether Andy Warhol personally believed he was successful in ‘figuring out’ the marketability of his ‘aura’, but he most certainly triumphed in utilising its inherent mystique to cement his place within the Western art historical canon. If you see a Warholian work of art, the shadow of his authorship looms over its image: his soup cans, his saturated Marilyns, his acidic hibiscus flowerpieces—each undeniably drenched in the saccharine scent of his ‘Pop’ personhood. In the figure of Jeremy Scott, I am reminded of Warhol’s mass-appealing ‘aura’. However, in Scott’s case, his aura’s RRP is far more affordable, and by next season (or by the time his next collaboration drop hits), it will have metamorphosed to possess an entirely new face and/or aesthetic.
In the campaign artwork for his latest Moschino collection, in collaboration with H&M, Scott places himself front-and-centre. A large, gilded portrait bust of Scott eerily hangs in the backdrop, his icon securing his role as Creator of the collection, the luxury Italian fashion house he directs, and a generation of kitsch-kids who will queue for hours on end to invest in their own slice of 21st century pop-culture history. I was somewhat stunned by the intoxicating jolt of hysteria I experienced viewing this bust of Scott through the glass of H&M’s Regent Street flagship store on my walk to work. There were so many burning questions: Is he aggrandising the role of Designer? Is he mocking himself? Is the use of a sculptural relief with such strong classical connotations important? Why, oh why is it gold…
I am not shocked by Scott’s use of license in this play on portraiture: he has always heavily publicised the indoctrination of his self-image within Moschino’s branding. In conversation with Alice Casely-Hayford of British Vogue regarding the Moschino x H&M drop, Scott stated, ‘I started with the thought of how to make it the most Jeremy Scott for Moschino collection ever.’ I am not even shocked by the garishly bombastic representation of the self that lingers in this spectral, chain-ridden bust. Jeremy Scott has consistently inspired a playful subversion of the fashion industry’s grandiosity, with his Moschino collections of the past five years undoubtedly poking fun at the veil of exclusivity that shrouds the luxury goods market.
Franco Moschino himself similarly antagonised the culturally accepted signifiers of consumption through his irreverent humour and socially-conscious campaigns—which, likewise, featured himself.
I am, however, shocked by the forward motion of Scott’s cult of personality. A strong, creative character that functions as a personified embodiment of the luxury brand under their direction is not necessarily a negative, it is far less common that a fashion house is governed by an introvert. However, the Moschino brand now, in 2018, cannot be examined without the inclusion of Scott; his authorship is a function of Moschino’s further discourse, and consumers invest consciously into his strategically marketed, highly covetable ‘aura’.
Hot tip: type “HMMoschino” into the gif feature on your Instagram Stories for a hilarious insight into Mr Scott’s 21st Century aura. You’re welcome 😉
And I don’t know about the wider consensus but I’m looking forward to future @diet_prada content on Scott, coming soon to an iOS or android device near you.
A. Warhol, ‘THE Philosophy of Andy Warhol (From A to B and Back Again): 5. Fame (1975)’ in ON&BY ANDY WARHOL, ed. Gilda Williams, (Cambridge, Massachusetts, The MIT Press, 2016, p.53