I just picked up this week's New Yorker at the Trincoll bookstore and as soon as I opened it up the first ad jumped out at me. Its a full page menswear spread for Banana Republic. Featured are a red 1960s Fiat 500 (my roommate clarified that it is not a VW Beetle), a HUGE white w/black spots dog popping out of the sunroof of said Fiat, and a man in a beautiful traditional grey suit, leaning up against the car, with one hand in his pocket and the other holding a folded newspaper. The caption? Simply "The Suit" in a font reminiscent of that which comes from an old typewriter.
The aim of the ad is simple. Its a throwback to the 1960s, a time that is once again fashionable with the success of Mad Men - the suit would fit perfectly on Roger Sterling- and the reemergence of the 1960s 'Ivy League' look for men (see here). (On a less germane but certainly 'Trintastic' note, if anyone stepped onto the Trinity Long Walk midday they would have little idea that much has changed in the world of men's fashion since those '60s undergrad days at Yale or Brown.)
The inclusion of the newspaper in this ad is no coincidence. Its essential to the look that the people at Banana Republic are going for - a suit and lifestyle that is as relevant and desirable today as it was when JFK took office.
As much as we cry and worry over the extinction of the hold-in-your-hands/fold-up-on-the-train hard copy newspaper, I have an odd feeling it is about to make its grand comeback. You see, just as its once again cool to wear the aforementioned suit, so it shall be cool to be seen with the day's paper. I feel we may soon reach the point in American society where newspapers will make their comeback as culturally essential, included in the 'vintage chic' persona that is today's trend.
Edit: I took a picture of the ad to give a better idea.
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