'What Makes Love True'?... The Money You Spend This Valentine's Day

Tuesday, February 07, 2012 Andrea Lo 2 Comments


'It reminds you of how you don't have someone, and if you have someone, why do you need a holiday to remind yourself of how important they are?'

Is there anyone who actually does enjoy Valentine's Day? With every singleton's most cursed day of the year a week away, the world is once again forced to be presented with overpriced BS at every turn.

Supposedly symbolising the undying love a man has for his bish other half, V-Day merchandises include fancy chocolate, special edition champagne, and roses that wilt within hours. Not to mention everybody's favourite gift: 'secret valentine' cards with designs ranging from slightly cheesy to downright tacky.

Perhaps you can tell I am not a fan of Valentine's day.



I only criticise Valentine's Day because I find the whole premise of it so incredibly commercialised that the original intentions of gift-giving are completely lost.

Case in point: Tiffany & Co recently released a campaign called What Makes Love True, which portrays a series of romantic images featuring real couples on the streets of Paris and New York.

The campaign is captured through the lenses of critically acclaimed fashion bloggers and photographers Scott Schuman (The Sartorialist) and Garance Doré (of her eponymous blog), who also happen to be a couple. Moreover, Instagram-style shots taken by loved-up couples themselves can be submitted to Tiffany's, who curates and showcases them on its website.




So romantic? Right? Wrong.

The campaign is visually stunning and is complemented by the illustrious Tiffany Blue.

In light of this, it is easy to forget the ultimate goal Tiffany's is striving to achieve: to sell diamonds.



While I don't disagree with the common belief that gift-bearing is a wonderful gesture — hell, I love receiving gifts — surely a special day celebrating the love a couple has for each other shouldn't be entirely focused on something so... bourgeois?

2 comments:

  1. Interesting article. I too disagree with modern consumerism that is portrayed to convey 'love'. However I feel this article seems rather sexist. Surely a man should receive a gift from his girlfriend? You write, 'Supposedly symbolising the undying love a man has for his bitch other half' but i disagree that this is what it is supposed to symbolise. Have you ever thought that Valentines survives on the basis of couples enjoying giving, rather than girls demanding expensive, materialistic, pointless gifts?

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  2. Hmm, very interesting view, and thank you for taking time to leave a comment. I hope that the 'bitch' phrase didn't offend you as it was supposed to be rather tongue-in-cheek! I agree with the point you made about Valentine gift-giving between couples, but sadly a lot of relationships I see these days (in many cases, people I know) it is usually girls demanding presents from their boyfriends and less so vice versa - I am by no means saying it never happens, but I do think it's sad that it's usually seen as obligatory for men to have to buy gifts for their other half.

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