The clock is winding down on 2018 and yet there is still time for new words, turns of phrase to enter the collective lexicon. The term “premium mediocre” is particularly resonant these days. This rather telling expression describes the marketing of economic activity designed to give the masses an illusion of actually consuming luxury when in fact they’re doing anything but. Think Balenciaga ball caps or Gucci slides, both are examples of premium mediocre. Debate over whether or not any of these products constitute luxury misses the point. The fact is the category of luxury has transformed so dramatically to address the constantly shifting realities of a changing world where distinctions of high and low have long been meaningless. The latest issue of Dazed for Winter 2018 features an interview with clothing designer Martine Rose on the occasion of her collaboration with Nike. Look closely and the model wearing these very 1990s stylings is none other than Cara Taylor. The collection is currently listed on Craigslist, which as a sales strategy seems more provocation than an effective recipe for conversion. Premium mediocre is here to stay and if readers need any more convincing, then they had better take Cara at her word on Instagram when she insists this is all very normal, “just chillin in my garden lookin all natural and stuff.” Sold!
Credits include: Publication, Dazed Winter 2018; Title, “Martine Rose”; Photography, Pascal Gambarte; Styling, Tamara Rothstein; Hair, Peter Gray at Home Agency using Shu Uemura Art of Hair; Makeup, Jen Myles at Streeters using NARS; Set design, Andrea Stanley; Casting, Svea Greichgauer at AM Casting.

Cara Taylor | Dazed Winter 2018 (Photography: Pascal Gambarte)

Cara Taylor | Dazed Winter 2018 (Photography: Pascal Gambarte)