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Wednesday, January 18, 2006

 
Nuovi dilemmi metropolitani - Gli Yindie

Comma 22. Se vuoi essere alla moda non devi seguire troppo le mode.


Il Foglio - 18 Gennaio 2006

In principio erano gli yuppies. Negli anni Ottanta erano i nuovi emergenti della borghesia d'assalto, con tutti gli stereotipi del caso: rampanti, edonisti, esibizionisti e schiavi degli status symbol. Poi, nei tardi Novanta arrivarono i Bobos (crasi linguistica per bourgeois bohemiens, ideati dall’editorialista del New York Times David Brooks): alternativi, impegnati in professioni creative molto remunerative, idealmente ecologisti, indifferenti al denaro ma che si circondavano di cose belle e costose legate alla tecnologia e alla casa, generalmente casali di campagna restaurati o loft ubicati in zone urbane emergenti. In sintesi una versione rivista e corretta dei radical chic.
Questa volta i sociologi, gli uomini di marketing o, più semplicemente, i giornalisti di costume che devono riempire le ultime di cronaca dei quotidiani, hanno trovato una nuova categoria urban-metropolitana da raccontare, quella degli Yindie.
Yindie è appunto un mix tra yuppie e indie (da independent, così vengono chiamati gli amanti di musica, film, luoghi e consumi alternativi, solitamente anticipatori di fenomeni modaioli) e rispondono alle seguenti caratteristiche: 20-35 anni, benestanti, che vivono in caotici centri urbani e sono sempre vestiti all’ultima moda, quel trasandato casual chic arricchito da esosi accessori come la borsa per la donna o la scarpa da ginnastica firmata dallo stilista di grido in edizione limitata per lui.
Gli “alternativi fighetti”, perché in fondo di questo si parla, non sono certo una novità, anzi vengono da molto lontano. Chi in adolescenza non ha mai incontrato il figlio di papà che, per essere accettato dal gruppo dominante del liceo, uscendo di casa nascondeva il maglione di cachemire o le College per indossare il jeans strappato o l’anfibio, e che alternava le partite di tennis con gli amici di famiglia alle occupazioni con i cani al centro sociale? Una doppia identità non sempre ben celata - non è facile essere degli Zelig – e che ha generato una o più generazioni di insicuri.
Nel frattempo gli yindie sono cresciuti, il cotè ideologico, se c’era, si è perso per strada, il conto in banca è cresciuto ed è rimasta la voglia di essere alternativi e cool e di avere gusti, consumi e comportamenti differenti ma, soprattutto anticipatori, rispetto alla massa.

Il senso di appartenenza alla categoria degli yindie rappresenta un elemento di criticità: chi fa parte di questo gruppo, infatti, non vuole ammettere di farne parte, perche' appartenere ad una classe codificata da altri non è cosa di cui vantarsi. Quindi essere yindie è cool, ma non devi essere yindie se vuoi essere cool. La scorsa settimana l’Independent ha pubblicato un ironico test per capire quanto di “alternativo fighetto” alberga nei propri lettori. In Inghilterra c’è quello che chiede al cameriere un “un tramezzino senza pane" desiderando ordinare un’insalata e c’è chi preferisce non andare a vedere un film se prima non ha letto tutte le recensioni dei propri giornali di riferimento per farsi un’opinione e anche quelli popolari, per poi pensarne il contrario. In Italia ci sono quelli che hanno ascoltato ed osannato band come i Kaiser Chief o i Franz Ferdinand fino a quando non sono stati notati dai LuzzatoFegiz di turno o invitati al programma dalla Ventura: le stesse persone, da quel momento in poi, hanno cominciato un con disprezzo. E la stessa cosa avviene per i gusti cinematografici (con gli amatissimi Sofia Coppola e gli Anderson), nei libri (Eggers, Ellis) o nella moda.

Gli Yindie, italiani e non, sono perennemente ossessionati dal pensiero che i loro comportamenti e atteggiamenti siano o non siano abbastanza cool o anticipatori, in una sorta di versione aggiornata e modaiola della smorfiosa insicurezza morettiana del “Mi si nota di più se vengo e me ne sto in disparte o se non vengo per niente?”. Ma la tecnologia in questo caso viene loro incontro: grazie al cielo ci sono i blog che rappresentano per la generazione fighetta indipendente un territorio ideale: un media autoreferenziale e ombelicale all’interno del quale si creano delle comunità legate a gusti e affinità che continuamente si autoalimentano e si autocelebrano. O forse anche il blog è diventato troppo popolare?

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