The ugly sweater is a staple in Christmas folklore. How can we explain the success of this garment, ugly by definition? What does this say about our relationship to ugliness? We interviewed two experts on the issue.
The Christmas sweater is an institution.
You can visualize it as well as I do: it comes in shades of red, white, green, with one or more Christmas-inspired patterns: tree, snowman or even reindeer.
Source: You Look Ugly Today
Resolutely kitsch, more often in acrylic than in wool, we often speak of an ugly Christmas sweater. However, it is loved by many people. Even more and more.
This December 16 even celebrates International Ugly Sweater Day. Like what.
Maybe you own one. Or many. We won't judge you, I promise.
So, how can we explain such enthusiasm for… ugly clothing?
The ugly Christmas sweater is back: but why?
(We asked an expert on the matter)
An Anglo-Saxon tradition popularized in the 1980s, the Christmas sweater somewhat disappeared from the radar during the 1990s and 2000s. It has begun a strong comeback since the 2010s.
I was able to discuss this subject with Vincent Grégoire, trend hunter at Nelly Rodi. He has been interested in this Christmas sweater phenomenon for years. Here is his analysis.
1. Spice up family gatherings
“We find traces of this type of sweater around ten years ago among people, often in their thirties, for whom spending Christmas with family does not necessarily represent a pleasant time.
To overcome this, they choose to get together with friends to celebrate Christmas in a parallel way, by subverting traditional codes . This is how they started wearing ugly sweaters or putting up not very well-made trees.
It’s their way of celebrating tradition while making fun of it .”
Credit: RyanJLane / Getty Images
2. A lever for corporate cohesion
“Organizing an ugly sweater day at the office creates team cohesion in companies.
This helps break down hierarchical divisions, bring employees together around a light subject, and create a good atmosphere to end the year in style.
It’s always funny to see your boss arrive in an ugly sweater!”
This year, some motivated themselves and played the game on the team. So look:
More kitsch than ugly for once!
3. The impact of social networks
“It is not on Instagram that the Christmas sweater has become widely distributed, because beauty takes too much precedence on this platform for it to find its place.
He has instead established himself on TikTok, where his ugliness and his imperfect side have their place.”
You will find a lot of content on the platform with ugly sweaters: DIY (Do It Yourself), looks, videos with family or friends.
4. Big brands are taking over
Behind this trend, there is commercial potential that brands do not hesitate to exploit.
We have found more and more ugly sweaters in recent years . They are mostly found in entry-level, fast-fashion brands.
For example, I have in mind the models that Lidl may have offered.
The reasons why we wear an ugly Christmas sweater
1. It’s self-deprecating…
The Christmas sweater is the very essence of kitsch . In her book “The Taste of Ugly”, Alice Pfeiffer writes:
“Kitsch has the particularity of being entirely shaped by codes perceived as beautiful. […] The birth of kitsch lies partly in its discrepancy with its original reference.”
This is exactly what we see with the ugly sweater: we take the beautiful patterns, the beautiful colors of Christmas and transform them into something ugly.
Clearly, this type of sweater is not to be taken too seriously.
There is irony in the approach. By putting on our ugly sweater, we are aware of making a difference. It's a gap that doesn't involve judgment thanks to all the positive energy that surrounds it. It's a fun and friendly piece of clothing.
Julie Bergé, organizer of the Ugly Sweater World Championship in Albi, tells us on this subject:
“People need to have fun, to let loose. This competition represents a privileged moment to break away from the norms that we follow all the time.”
Vincent Grégoire agrees:
“We are assigned to something all year round, to a unique identity. Wearing an ugly sweater is an opportunity to show another image of ourselves.“
2. …In a difficult context
I didn't expect it, yet this element was mentioned by both Julie Bergé and Vincent Grégoire:
The Christmas sweater is all the more appreciated when the social context is complex.
I asked Julie about the rise of the ugly sweater championship, which is in its sixth edition this year. His spontaneous response was as follows:
“With the current gloomy climate, people need this space for expression and decompression, more than ever.”
Credit: Albi Vintage 81
3. Pleasure is only real when it is shared
When we see one, when we wear one, the desire is the same: we want to show it to others, talk about it, also make fun of it, with kindness.
“Hanging garlands, really?” Credit: Mens Health
The ugly sweater allows you to have a good time with your friends, your colleagues, your family. It’s a piece of clothing that brings people together.
This social and community side is seen very visibly among the participants of the Ugly Sweater World Championship. Julie Bergé shares this with us:
“ For groups, it’s a good time to share together. They take time to knit their sweater or customize it by hand. In itself, all this is useless, but it's just fun and friendly. The winners of this edition worked on it for almost a year, crocheting their sweaters by hand. ”
Credit: Albi Vintage 81
The ugly sweater, tip of the ugly fashion iceberg?
While discussing this topic, I quickly thought of what we call “Ugly Fashion”, or when ugly becomes fashionable and desirable.
Look at Crocs, Birkenstocks and other fanny packs. These pieces have historically suffered from a very negative image, but they are currently in fashion.
The ugly sweater is entirely part of this movement. On this subject, Vincent Grégoire adds:
“We see here a form of revenge of the working classes on the elites. Before, the elites decided the trends. Now the paradigm has changed: trends come more and more from the streets, from the people.”
Trends are emancipating themselves from traditional codes of beauty.
Some may regret it, but it is something that can be considered refreshing, saving and even necessary.
Vincent Grégoire used a term during our interview to describe the Christmas sweater: “ ridi-cool ”. It's both a little ridiculous and a little cool.
“This sweater is ugly but it’s still beautiful because it makes you smile.”
I wish you a happy new year! 🎄
