Fetish of sneakers and youth lifestyle simulation representation in Indonesia

Abstract

One of the prestige of young people’s identity today is through fashion. Fashion has even become a “religion” that binds the identity of the individual who wears it. The Sneaker, a form of fashion, also has a big role; even now, it has become a commodity and prestige with a fetish nuance. Therefore, this study aims to identify how the sneaker fetish becomes a space for simulating the lives of young people in Indonesia. Furthermore, this study also examines the problem of the representation of youth-lifestyle simulations in Indonesia. This research uses a qualitative case study approach to play on Jean Baudrillard’s approach to simulacra and hyperreality, which also discusses David Chaney’s approach to fashion. Data collection was obtained from audience studies by examining tagging on social media, Instagram, from July 2022 to October 2022. The results of the study show that the sneaker trend does not only act as a complement to appearances, more than that, but it can also display the personal identity of the wearer. A sneaker community also facilitates the lifestyle of young people towards sneakers. Finally, the community shifted the concept of young people towards sneaker consumption to be more consumptive than before. On the other hand, young people do not realize that what they have done is a hyperreality that tries to identify itself with the best possible image and continues to shape it through massive consumption activities. This is where the sneaker concept shifts from a “community” to a “commodity”.