"He's essentially a poser,"
"There's a type of dude who's really into status objects, things like the Togo sofa or the Fellow Kettle or the Aesop soap,"
"We invented the performative male,"
Performative males assemble clothing, accessories, and home objects to signal cultural fluency and progressive taste. They adopt recognizable but not ubiquitous products—such as limited-edition totes, wired headphones, or specialty matcha—to display status and appeal to potential partners. Viral social media videos and rising searches for phrases like "Why is matcha performative?" reflect public interest in the phenomenon. In home design, curated status objects—examples include the Togo sofa, Fellow Kettle, and Aesop soap—occupy a sweet spot that communicates discernment without reading as mainstream. Neighborhoods like Silver Lake provide concentrated examples of the aesthetic.
Read at Architectural Digest
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