The concept of a “journey” has permeated every facet of modern life, turning once straightforward experiences into complex narratives. Reflecting on the changing perceptions of progress and success, James Bush, a womenswear designer and lecturer at Massey University, explores this phenomenon in his thought-provoking article.
Growing up in the 1990s, Bush recalls a time marked by optimism and simplicity. The era was free from the looming threats of climate change, global financial crises, and pandemics that dominate today’s headlines. Children were instilled with the belief that anything was possible with determination and effort, and while the exact future might have been unclear, there was a palpable sense of direction and purpose. School goal-setting interviews emphasized achievement, and the idea of merely participating was seen as insufficient.
Fast forward to 2024, and the landscape has dramatically shifted. “It’s all about the journey,” Bush observes, noting how this mentality has infiltrated various aspects of life. Whether it’s “fitness journeys,” “career journeys,” or the more abstract “customer journeys,” the notion of being on a path has taken on significant importance. Bush admits his own culpability, often responding to inquiries about his business with the phrase, “oh, it’s a journey,” a euphemism for the unpredictable and challenging times many face.
This focus on the journey rather than the destination has broader cultural implications. Politicians, both local and central, are preoccupied with physical journeys through space, emphasizing transport over the businesses and destinations that populate our cities. Car parks, deemed interruptions to the journey, are discouraged, but this overlooks the critical need for businesses to attract customers who do more than just pass by.
The public’s eroding confidence in institutions extends to skepticism about current business models. The relentless drive to produce the latest iteration of products, such as the iPhone, seems more about perpetuating a development journey than fundamentally enhancing daily life. Similarly, restaurants and bars market their offerings as “journeys of taste exploration,” yet at the core, a meal is judged on its quality, not the narrative crafted around it.
Fashion, too, is entrenched in the journey ethos. Despite a resurgence of formality on international runways, major fashion houses like Dior, Gucci, and Prada continue to push practical, comfortable clothing, suitable for life’s endless grind rather than for making a bold statement. The era of destination dressing, where clothing was designed for specific, often glamorous occasions, has faded, replaced by a focus on versatility and practicality.
Bush acknowledges the necessity of recognizing the journey, especially in a world where career prospects, financial security, and health are increasingly uncertain. The journey mentality embraces the complexities of life, celebrating the process as much as the outcome. However, without a clear destination, the journey can become overwhelming, leading to a sense of aimlessness akin to receiving a participation medal.
Ultimately, Bush reflects on the significance of places that have remained constant, shaped by generations and natural forces into something special. The best bars, bookshops, and cafes are timeless, inhabited by unique individuals who belong there. While the journey is important, so too is knowing what you want and how to achieve it. Sometimes, amidst life’s uncertainties, it’s about finding those places of comfort and belonging.
James Bush, with his unique perspective as a womenswear designer and educator, challenges readers to balance the journey with clear goals, reminding us of the enduring value of both.