-By Michael Macko, Details Fashion Director
*"I'm feeling rough, I'm feeling raw, I'm in the prime of my life.
Let's make some music, make some money, find some models for wives."*
Not since the Verve unleashed "Bittersweet Symphony" in 1997 has the fashion crowd found such an obvious anthem as they have in MGMT's "Time to Pretend."
The hit song is from the two-man band—Ben Goldwasser and Andrew VanWyngarden—whose synthesized sounds, trippy videos, and poignant-yet-ironic lyrics strike a chord with the disenfranchised fashion league of today.
The music video for MGMT's single "Time to Pretend"
The Brooklyn-based duo met in 2001 at Wesleyan University, where they started performing 15-minute, one-song shows at the college's notorious clothing-optional dorm. The set list? The Ghost Busters theme, performed ad nauseam, inspiring a cluster of fans to create an indie label just to produce the group's first six-song EP.
Fast-forward to the spring/summer 2009 men's runway presentations in Milan, Paris, and New York. Gucci's Frida Giannini, who played "Time to Pretend" as her event's last track, even went so far as to dedicate her show to the band. The producers of Gossip Girl—who are tapped into what's right now in the fashion world—used the song in the show's season finale this past May.
Gucci's full spring/summer 2009 men's collection. "Time to Pretend" begins playing at 5:12. (Photos courtesy of Men.Style.com)
And the style love is widespread: Burberry's Christopher Bailey told me, "I love MGMT. I love the sense of romance and whimsy in their songs, and their sound and attitude is refreshing and modern."
For more on MGMT, visit the band's MySpace page.