HYPER-SHOES

• Main Author: Luthfi Fadhil, Radityo
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54060
• Institution: Institut Teknologi Bandung

Consumption is an activity to spend goods. There are activities to spend goods due to the needs that must be met in life. Needs are relative because everyone has different needs. Often, human consumption activities become excessive and eventually people are trapped in a culture of consumerism. More deeply about how the consumer society behaves consumptively which is triggered by the presence of the trend of shoes or sneakers today, sneakers are a very massive commodity used by Indonesians. In fashion culture, especially sneakers, there is also the term brand collaboration which is one of the effective marketing methods and strategies and according to the author, this collaboration is a reflection of the consumer society. Before the trend of collaboration with this brand, the hype of shoe products was only one brand, for the current condition, people need more than one brand in a shoe product. The writer makes the collaboration of the brand as the approach of this work in criticizing the excessive consumption patterns of society in brand fetishization which is also supported by capitalism itself. In this creation, the writer made five variants of sculpture in the realm of contemporary art, especially the medium object with the basic form of shoes mixed with several other commodity objects. This method uses bricolage. Then this work uses a postmodern aesthetic style, namely camp, kitsch and parody, as well as supporting theories, namely object semiotics and consumer society.