A trend that emerged on tumbler in recent years has finally reached the catwalks and is well on its way to the high-street. Mochino’s homage to Mac Donald’s in theirAW14 Collection and Katy Perry’s love of quirky foodie outfits demonstrates how popular this culture has become.
For those still at a loss over the term snack wave, it can be broken down into two categories; snack wave fashion and the culture that goes with it. According to Hazel Gillis and Gabrielle Noone, the two girls over at Thehairpin.com who coined the term, Snack Wave has risen as the anti-culture, as in anti-healthy food and as they put it, it’s about ‘’Women not giving a damn’’.
They equate healthy eating with the body shaming of women, explaining that it is often a thinly disguised way for men to control how women look. They also purport that women are choosing this Snack Wave lifestyle are:
‘’Typically female, young, probably suburban, highly cynical, totally awesome, absolutely brilliant, definitely us, yeah, uh, we’re talking about us right now. The snack wave voice alters between immensely confident and self-deprecating.’’
Making comparisons between teenage angst on tumbler and an unhealthy attitude towards food (like doing a Bridget Jones on it and owning it) to real life and letting it become this faddy trend seems destructive and downright dangerous.
Obesity rates among children and teenagers are rising steadily with the 1 in 4 Irish children being considered overweight.
It is teenagers and more specifically young girls who are perpetuating this attitude to food on social media but it is the large fashion companies, celebrities who endorse them and chain eateries that are encouraging it.
Instead of combating obesity with healthy eating and clean living lifestyle, Snack Wave encourages you to dedicate yourself to a culture which promotes junk food, making friends with Taco Bell and wearing your obsession with food on your shirt.
The twitter presence of a lot of this conglomerate fast food restaurants is overwhelming. Tweets like ‘’I eat what I want and I’m your friend’’ spewed as a marketing ploy that could have very serious long term ramifications for young people worldwide.
TheHairpin.com goes on to give a succinct definition of Snack Wave culture:
‘’Snack wave is a term we’ve coined to describe the current Internet phenomenon of young women and teenage girls expressing an obsession with snack foods.’’
So where is the natural conclusion for perpetuating ‘’the obsession with fast food and snacks’’?
Wearable food it seems. As mentioned earlier Moschino’s AW14 collection encapsulated the Mac Donald’s wardrobe making it Kitsch and cool.
Celebrities like Kendal Jenner have been spotted sporting their ‘M’ inspired bags while singers such as Katy Perry and Miley Cyrus have been incorporating Snack Wave fashion and props into their performances.
What seems even more bizarre is that the obsession of staying extremely thin doesn’t seem to have gone away. Instead it appears, celebrities, in a bid to look cool and have their finger on the pulse are pretending to scoff this Snack Wave food on the regular while their teenage fan club emulate the ‘’look’’.
So although it may have been teenage girls who started this trend as a coping mechanism or in a bid to try and look cool, it seems the marketing man has turned Snack Wave culture into a time bomb, celebrating and promoting an unhealthy obsession with food for capital gain.