… and shit hits the fan – in quite opposite directions.
Die-hard fans and design aficionados appreciate the forthcoming sparks of joy they expect from ordering a $200 tea container or a $75 tuning fork with rose quartz – things every home obviously needs to have. Haters meanwhile have a field day; Twitter and Instagram are abuzz with hilarious comments regarding Kondo’s new business venture.
I get it. The woman who preaches freedom from all clutter and empty surfaces now sells stuff no one needs at quite hefty prices. Marie Kondo is this cute little Japanese lady who likes to jump around whenever she sees boxes of clutter on Netflix. She has already sold us three books when one would have been enough (who really needs The Life-Changing Manga of Tidying up or Spark Joy when The Life-Changing Magic of Tidying up contains all the main information?) – and will try to sell you two more, one children’s book on friendship (Kiki & Jax – the Life-Changing Magic of Friendship) and one on organizing your workspace/workplace (Joy at Work – The Life-Changing Magic of Organizing your Working Life) – in 2020. I’m not sure I want someone who sends her socks on vacation every time she puts them in the drawer explain to me how I should streamline my workflow. Imagine explaining to your boss that you won’t be able to make it to the afternoon meeting because it may take a while to thank every individual key on your keyboard for its excellent service today … Well, at least we are already used to Marie writing books. And it’s not the first time someone uses the same ‘story’ over and over again to make more money (just look at Allen Carr’s “Easy Way” books).
But a shop? Consumer capitalism tells us that this is OF COURSE the next thing in line. People not only want to read about and implement the KonMari method, they want to live KonMari. And what does ‘living KonMari’ mean? Buying it, of course. That’s also what all the fuzz regarding ‘Hygge’ is about. People in Denmark aren’t just happy because they live in a world full of cozy blankets and lovely interpersonal relations, they also live in a country that provides government welfare, a high wage level, and what Americans like to call ‘free health care’ – long story short: when you can afford to lose your job or get sick, you can also sell cheap shit like scented candles and polyester blankets under the label ‘hygge’ – and apart from the label this concept does not necessarily include anyone or anything from Denmark at all.
Same goes for Marie. The goods she sells are elegant, well-designed, and nice to look at. She opened her own online store and did not start a partnership with Walmart or H&M to sell tons of junk but instead offers high-quality design items. Of course a tea container also serves a certain purpose; more so than a computer brush or a flower bouquet tote, at least in my personal opinion. Still, nothing in Marie’s shop is important OR something we may not already have (EXCEPT for the computer brush, maybe?). But hey, no one has to buy it. There are people out there buying overpriced stuff from a mediocre blond actress who made an empire out of selling shit no one needs – and I’m not just talking about Goop for that matter. So why should Marie, with her well-thought-out concept of sparking joy not at least try? No one has to watch her show. No one has to buy her books. No one has to feed the money monster.
Also, while we’re at it, what about all those influencers who promote slow fashion, conscious living/consumerism, and minimalism and still regularly present new stuff? Yes they get free samples from mainly independent companies and small labels that are more often than not worth mentioning and promoting BUT what is slow, conscious or minimalist about presenting new skin care, clothes, bags or the like every other week on Instagram? We are all trying our best to live up to the ideals we cherish, but this might not be as easy or consistent as we would like it to be. Life is full of inconsistencies and gray areas. Is it possible to withdraw from classic consumer capitalism in a way of not constantly wanting new things and being content with what one already has? I guess so. I hope so. I’m sure as hell trying my best. Because I don’t want to KonMari my shit every few years. But I fail quite frequently and there’s much room for improvement.
I’m still following slow/fair fashion, minimalist, eco friendly influencers on Instagram – in some instances the same ones who lost their rather self-righteous shit about Marie Kondo’s shop … whilst promoting new stuff they ‘received for free’ even though they are on a shopping ban right now or so (oh my, what a coincidence!). Because I like their posts, need my daily dose of procrastination, and it’s actually just 4 or 5 people so their ‘influence’ is manageable … 😀
BTW: there’s an interesting article on VICE regarding Marie’s new shop; the NYT too writes about the dubious nature of the backlash Marie is receiving for her new online store. As I said: gray areas everywhere …