![]() VICE: How relevant is Keep Calm and Carry On and austerity nostalgia in 2016? He terms this trend "austerity nostalgia" and has noted examples of it in London architecture, in the cookery of Jamie Oliver, in affluent men dressing like Victorian strongmen and affluent women dressing like Rosie the Riveter, in TV shows such as Downton Abbey and Call the Midwife, not to mention the music of Public Service Broadcasting and Mumford and Sons. Hatherley, who has made a name for himself writing about modern architecture and pop culture, argues convincingly that the recent popularity of the poster design is a symptom of a wider cultural shift that has happened in the UK since the financial crash of eight years ago. The poster on its own isn't much more than an irritating fad, but it represents one small facet of a bigger trend. Isn't it just a poster, though? Well, yes and no, the argument goes. So it seems that the best part of a decade after it first became popular, Keep Calm and Carry On shows no sign of fucking off and dying. If I was in any doubt, less than 24 hours before my interview with Hatherley, the UK government launched its Clean for the Queen campaign, which featured Boris Johnson, and 70 other MPs, crammed into bright purple T-shirts featuring a very familiar font and crown logo. (All of this is probably down to the fact that the poster is long out of copyright, meaning it can be reproduced by anyone.) The design is still to be found crammed into the racks in Hallmark shops it is all over iPhone covers on sale at the market near where I work tourist tat shops are full of it it's on sales notices in clothing shops, and it still crops us as parodic stencil graffiti, as well as being incorporated into the design of flyers and ads. When I was researching this feature and actually went out of my way to look for it, I was dismayed to discover that, if anything, Keep Calm and Carry On seems to be healthier than ever-even if you don't see it on T-shirts so much any more.
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