Set in a gleaming, sexy, post-apocalyptic world, director Jonas Akerlund does a pretty good job of disguising the once talented dancer's incompetence. While the quick cuts were enough to make question if there was something wrong with the video card in my computer, then contemplate descending into a seizure, the product placements were what really induced the nausea. But the final and most insulting part of the video was the rip off of Alexander McQueen's Spring/Summer 1999 fashion show.
In the video Britney, dressed in a huge white dress, reveals highlighter coloured paint that sprays from the tips of her fingers, colouring the fabric that flares beneath her. As tweens and fans are oohing and ahhing, Alexander McQueen must be rolling in his grave.
The original concept debuted in McQueen's 1999 Spring show, where the fashion world was brought to tears when two auto-painting robots spray painted a frightened model wearing a white dress. The message was complex; it was a thoughtful commentary on the evolution of fashion as a commodity, a critique of our descent into a digital roboticized age, and a reflection of our exploitation of creativity. The show was iconic and one of the most referenced moments in McQueen's career when the fashion world reflected on his death one year ago.
Today, Britney Spears and Jonas Akerlund spat in the face of the original genius behind this concept.
It is true that art evolves over time, is adapted, referenced and often bastardized. But it breaks my heart that amidst a spastic comeback attempt, where bad editing is only outdone by tasteless product placement, the memory and work of McQueen is defaced. Britney's reference to his work is the antithesis of McQueen's original message.
While artists like Lady Gaga frequently reference McQueen's concepts (the Bad Romance was designed in part by McQueen and debuted at his final Fall 2010 show) at least they pay homage to him and his work by honouring his message and his intent. It is clear all those behind her music are only interested in exploiting true genius for a buck, much like they did to the young southern belle.
The result a bastardized, defaced and cheapened version of the original subversive, intelligent and thought provoking message McQueen first created. But, I suppose by now, we shouldn't expect much more from Britney and her team.
Watch the real deal below...
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