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The Aftermath Calendar

It’s the new evergreen topic in the press. Like the best places to live, the healthiest areas, and the best cities for growing old (and soon for dying?),the Advent calendar is now eagerly awaited. It must be said that this year, the calendar is beating all records. In the world of luxury like never before, where it has become an unavoidable and cult object. We find it at Dior (in partnership with a British artist), Chanel (for the first time and in the bottle shape of Chanel No. 5) and Saint-Laurent. Or at Lancôme, Clinique, Rituals, Nuxe or Séphora in the unexpected form of an eco-friendly and reusable kit of mini-pouches to be filled yourself. And also in the food industry, especially in the chocolate sector (Ferrero, Lindt, Lanvin, Milka, Toblerone, Jeff de Bruges, Cluizel, Fauchon, Jadis et Gourmande…), which is enjoying the pre-Christmas period, or in the candy sector (Haribo) and party products (Comtesse du Barry). Lego has even got involved, including Santa’s sleigh and gingerbread house. The only market left for the advent calendar is the pet food universe to conquer, for our four-legged friends…


So where does the Advent calendar come from? Of little religion in its intention in spite of its origins and its tradition from Germany. The Advent calendar is definitely pagan and confirms the return of the temple merchants to the churches. But seeing the phenomenon as a response to the quest for additional business would be reductive and might even miss the point. Because, if we look at it closely, the Advent calendar may be talking about what we (secretly) hope for in consumption. A regressive consumption that takes us back to the gentleness of childhood. Rather sought after in these troubled times. And also a slowed down consumption, made of small moments for oneself, between surprises and rewards. Not bad in these times of speed and immediacy. 


Twenty-four windows to open for 24 days of small gourmet or scented gifts. 
A time that is both materialized in its duration and reduced to moments. A time that gives perspectives and allows appreciating each moment. The Advent calendar as a metaphor for the consumption of the After.

So What ?

Another approach to consumption is possible if it is based on a different relationship with time. Not necessarily a reduced or thoughtful consumption, but a more conscious consumption of each and every moment.

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