The Demise of a Cultural Touchstone: Consumers Fight Back

By: Amy Rosner

Since 1923, Barneys New York has epitomized a high-class, chic Upper West Side lifestyle. The sleek, designer-studded department store was a cultural touchstone for many: it represented the rise of couture fashion in New York City and an upper-echelon, aspirational lifestyle sought after by all. However, while many are nostalgic about the loss of this Madison Avenue cultural landmark, we need to examine the foundational values that this iconic department store is founded on. 

At its core, Barneys is an establishment that caters to a very small fraction of society: the rich. While the high-brow, often exclusionary texture of this department store may have been successful nearly a century ago, it is important to view this fashion institution through a modern lens. In response to the bankruptcy announcement, New York Times Fashion Critic states, “Barneys was also unabashedly elitist, proudly exclusionary- you got it or you didn’t, that your problem not theirs-and imbued with an arrogance that, at a certain point, began to chafe” (Business Insider). 

Some argue that the essence of the department store has shifted from “aspirational to punishingly elitist” (Business Insider), but we are suggesting otherwise: it is not the store that has transformed over the years, but the evolution of a consumer culture that is no longer as quick to support a retail institution that embodies an unattainable prestige. Although Barneys demise is an economic one, it is also an ideological one: the store’s inability to create a more inclusive environment, along with failing to adapt to the needs of a modern customer greatly contributed to its downfall. 

This reactionary response is revolutionary and gives us hope for the future of fashion. On the business side, Barneys will merge with another high-end department store, Saks Fifth Avenue. Consequently, the brand will be transformed into an “pop-up retail experience, which will feature…art and cultural installations and entertainment fosters creativity and community” (Business Insider). If all goes as planned, Barneys 2.0 will focus on an equitable community of retail-enthusiasts. Along with this, it will assimilate into the modern retail space, which transcends clothes and intersects with other related industries. We commend Barneys for making a positive change towards a more inclusive future: the people have asked, and they have listened. Hopefully, this Madison Avenue name can redeem itself once and for all!