Uncommon understands the things New Yorkers will do for fashion. From September 13 to 14, the creative studio gave New York Fashion Week attendees pain, an impossible-to-win claw machine for a single Hermès Birkin bag (the holy grail of flex culture). They lapped it up, queuing to be thwarted.
The rigged claw game, aka social commentary, symbolised the difficulty of achieving success and the “hustle culture” of New York City, a commentary on the “never-ending grind”, that success, particularly in fashion and NYC, often feels just out of reach despite every effort. (The game is completely and utterly rigged.)
There was some compensation – limited-edition merchandise, tees, totes, hats, keychains and stickers, were available to buy onsite and online.
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