So, with gourmet thoughts in mind, it was exciting to go shopping with friends to a farmers’ market just out of town. Local food, grown in the cleanest air on the planet, in the finest soil in the Southern Hemisphere. What delights, what rich variety would we find? We entered the vast shed, and started to explore.

I headed for the greens. There were two kinds of lettuce on show: crisp, clean Iceburg, and a Cos of some kind. The Iceburg was labelled, in shaky block capitals: LETTUCE. The Cos: FANCY LETTUCE: Tasmanians don’t waste words. We bought some Fancy Lettuce and headed over to the bakery. There we found some nice white loaves: BREAD. And some baguettes. Labelled, oh yes!, yes indeed: FANCY BREAD.

Anyway.

Earlier this week, we members of the BigShinyThing team were — full disclosure — invited guests (FANCY! FANCY!) at Ikea’s London launch of its ‘upmarket’ STOCKHOLM range.

This sign, spotted at the launch, sums up the ethos of the new range: it cleanly positions a newly design-conscious but still-affordable asthetic within the Ikea brand. “Watch out Habitat“, this sign says to us, “you with your airs and graces“. Nice move, neatly executed. “FANCY quality” indeed. Who needs it! Not the Tasmanians, not Ikea, and not you!

Last year it was things POSH getting an ironic drubbing from the advertising world. This year, all that which is FANCY seems fair game: pretension is obviously so out with brands at the moment. And it seems like just yesterday that FUNKY and COOL were actually being sold as aspirational! How 1990s! Just fancy!