The commodification of artists’ aesthetics refers to the phenomenon where the unique visual and thematic elements associated with an artist are packaged and marketed, often diluting the original artistic vision. Lana Del Rey serves as a prime example of this trend. Since her emergence in the early 2010s, Del Rey’s meticulously crafted image, which blends vintage Americana, melancholic glamour, and a sense of tragic romance, has become a model for commodification within the music and fashion industries. Subsequently, newer artists such as Billie Eilish and Harry Styles have each carved out their own unique paths within this trend. Eilish incorporates dark, moody elements in her music, complemented by a fashion aesthetic that is baggy and androgynous, accentuated by a signature hair colour. On the other hand, Style’s image is a fusion of vintage influences, fluid gender expression, and bold fashion choices.
Lana Del Rey’s aesthetic is characterized by a nostalgic, almost cinematic quality that evokes a bygone era. Her music videos often showcase 1960s Americana, with imagery of classic cars, suburban landscapes, and vintage fashion. This visual style is complemented by her lyrical themes, which explore love, heartbreak, and a longing for the past. Del Rey’s image is not just a backdrop for her music but an integral part of her identity as an artist, creating a cohesive brand that resonates deeply with her audience.
The commodification of Lana Del Rey’s aesthetic can be seen in multiple ways. Her unique style has left a lasting imprint on fashion, inspiring high street and luxury brands to integrate elements of her vintage and retro look into their designs. For example, the flower crowns that were a staple in her early image became a popular festival fashion trend in the 2010s. Her influence is evident in the marketing of fashion lines, makeup collections, and fragrances, often evoking themes of nostalgic glamour and melancholia.
The music industry has witnessed an influx of artists who embrace a similar aesthetic to Del Rey. This extends beyond just visual style to encompass the themes they explore in their songs as well. Artists such as Halsey, Lorde, and even Billie Eilish have been lauded for their melancholic tones and introspective lyrics, reflecting elements of Del Rey’s influence. Record labels acknowledge the commercial appeal of this aesthetic and often prioritize promoting artists who embody this style, sometimes at the expense of originality.
This phenomenon can have both positive and negative consequences. On one hand, it can lead to increased recognition and financial success for the artist. However, it can also lead to the dilution of the artist’s original vision. When an aesthetic becomes a commodity, it runs the risk of being overused and losing its uniqueness. This is especially challenging for artists like Del Rey, whose appeal is heavily based on authenticity and emotional resonance. As the line between art and commerce continues to blur, the commodification of artists’ aesthetics like that of Lana Del Rey highlights the complexities of navigating authenticity in the modern creative landscape.
Reference list
Förester, J. (2020) ‘Pop Personas and Authenticity – Lana del Rey | Medium,’ Medium. Available at: https://medium.com/@jamieforester/pop-personas-and-authenticity-a-case-study-on-lana-del-rey-fd07041b4825.
Julian, A. (2022). That’s So Lana Del Rey Vinyl: The Commodification of Artists’ Aesthetics. Available at: https://wvau.org/11038/blogs/thats-so-lana-del-rey-vinyl-the-commodification-of-artists-aesthetics/.
Tallahassee, S. (2023) How Lana del Rey has impacted pop culture — Strike Magazines. Available at: https://www.strikemagazines.com/blog-2-1/how-lana-del-rey-has-impacted-pop-culture.