Time Travelers

I’ve been thinking about personal purpose recently. After Virgil’s passing I was reading about his career and what he believed his purpose to be and what his prototype meant to so many people currently and yet unborn. That’s a time traveler, he wasn’t living in 2021 he was from the future living in the present.

Spokespeople signal trust, edge, innovation, and other attitudinal categories onto brands they are seen connected to, but at what moment do we see this attitude connected to? I’m growing to understand that culturally we’ve become less attracted to the present moment, we seek those who signal the time that we are attracted to. It’s escapism, past, present, and unfortunately less often, the present.

Virgil’s passing brought to mind the brands he supported. Like Mercedes, who by all means should be connected to their luxury heritage and racing performance throughout the 21st century.

Observation: This current and verging on passe brand connected with Virgil to signal the future, not the trend

Insight: To move forward, following trends is not enough. You have to attach to those perceived as time travelers

Take this framing and place it against other notable people and see where you find them:

In 2021:

Virgil Abloh circa 2050-2070

Regina King Circa 2030

Rihanna Circa 2030

Saint Vincent Circa 2030

John Hanke Circa 2025

Mark Wahlberg 2000 MLM era hustle

Migos Circa 2030 – A Virgil Abloh quote

In 2000:

Oprah circa 2025 

You can do this in retrospect too and it’s a fun exercise.

In 1960:

The Beatles circa 1980

Dolly Parton circa 1990

Buckminster Fuller Circa 2100

Nina Simone Circa 2010