A quilt that embodies the contemporary North American identity is out to provide security and warmth to 5 lucky owners.
Introduced by NYTO Studios, the handmade American Comfort Quilt is a collage of 58 logos of mass market retailers and fastfood chains.
"With today's increasingly fractured social fabric, it is now brands that give us a feeling of collective identity, heritage, and continuity, gradually taking over the role that family and cultural heritage once held," NotCot said. "Our identities are no longer defined by our ancestors and our traditions so much as by multinational corporations who shape our personas through advertising and product placement. The traditional American quilt serves as a living family document, surrounding us both physically and emotionally with the events and the people who came before us.
"This quilt forces us to question the cultural legacy we are passing along to the next generation."
As you cover your body with this quilt, you are representing the average North American consumers who find comfort from these top brands in their everyday lives.
What's Driving This Trend
- Identity-branded Products
- Brands are increasingly incorporating their logos into products to provide consumers with a sense of collective identity and heritage.
- Fractured Social Fabric
- The role of brands in shaping collective identity is growing, as family and cultural heritage are being replaced by multinational corporations.
- Cultural Legacy Reevaluation
- Products like the American Comfort Quilt force consumers to question the cultural legacy being passed on by relying on mass market retailers and fast food chains.
Who This Affects Most
- Apparel and Accessories
- The apparel and accessories industry can explore opportunities to incorporate brand logos into their products to provide consumers with a sense of collective identity and heritage.
- Marketing and Advertising
- The marketing and advertising industry can leverage the trend of fractured social fabric to help brands shape consumer personas and create a sense of collective identity.
- Home Decor
- The home decor industry can reevaluate cultural legacy by offering products that encourage consumers to question the influence of multinational corporations in shaping their identities.
