March 9, 2020
“They use curating as a manifestation of smartness — that something intelligent has happened here,” he said. “It is, most of the time, something very banal. Menus are curated. A cheese selection is curated. There is a strong emphasis on selling it back to you with authority. It doesn’t say who curated it. Is it the brand doing it? You’d hope that they were doing the supposed curating already. What’s an un-curated cheese selection?”
What could be more disturbing, in these times of climate crisis, than the thought of infinite stuff, of worthless mass production and waste? The notion of something “curated” offers reassurance that what we buy is somehow meaningful; not just a dress, but a precious part of a curated selection of party wear.