The secret of a style icon

There are those wonderful things in life that can be appreciated everywhere and at all times. The little black dress, for example, the Birkin bag from Hermès (or actually anything Hermès) or the iconic glass-cut cola bottle. But in the automotive industry, you also have timeless classics like the Volkswagen Golf, which has now taken on almost iconic proportions. What is it that makes something a timeless classic? I asked trend watcher Lieke Lamb. Lieke is one of the most sought-after trend watchers in the Netherlands; you may have seen her on Goedemorgen Nederland or Tijd voor MAX, looking at the world from a tilted perspective and interpreting things.

With her helicopter view of the world, she is the perfect person to ask about timeless style icons. Because we can certainly recognize them (bring on the Kelly Bag), but what makes something a classic that is always in vogue? I managed to wedge my foot in the door of her much-visited practice and ask her a half-hour's worth of questions.

Lieke, we are talking about style icons of today and timeless classics. Can you name the boxes on the bingo card that a classic must meet?
‘With new developments, we look at the concept versus the appearance. The concept doesn’t change that quickly: my grandmother also wanted entertainment, education, transportation, only the form changes. Important in what makes something a style icon is that it is affordable, recognizable, and reliable. You can always grab the little black dress from the closet; that provides safety. The design is basic, reliable, doesn’t have too many frills, because that makes something quickly outdated. The dosage must be right: tough enough to be tough and tame enough to be tame. Good for the pros and the amateurs; that’s true for the little black dress, but also for the Volkswagen Golf.’

What exactly makes the VW Golf a timeless icon?
 “With timeless icons, it’s mainly about the dosage. Everything must be in good balance. So solid without being stale, changing along without too many changes, etc. Furthermore, it must continue to appeal to multiple generations, so it shouldn’t be too pronounced in any direction.

An icon is clearly recognizable by its own stamp. The design leaves no doubt. And it is consistent and recognizable as that icon. Specialists are impressed by how great and ingenious and innovative the design is; users appreciate how nice and pleasant it is to use.

When I was young, you already made a splash in a ‘Golfje’, and it’s still a very good car in 2021. Why does the VW Golf meet the needs of multiple generations?
“It has a pleasant style that appeals to everyone – young and old. With quality; sufficient luxury and ease of use. Without being too determinative in any direction. A well-thought-out beautiful design, up-to-date in terms of technical possibilities, aligning with the forms and tastes of the time. User-friendly and reliable. Moreover, it’s something that you can pass on to the next generation with peace of mind as (grand)parents.”

What makes the VW Golf so specifically a classic?
“It is a beautiful, authentic, easily recognizable, and very well-thought-out design that meets the desires regarding luxury, safety, convenience, and trust. It connects to a tradition, among others, through movie stars and influencers. The design is universally appealing on all fronts.”

People often think of timeless style icons in some way as clothing items or fashion pieces like the 2.55 from Chanel or the little black dress, but there are of course more things that have eternal value because of their design.
‘Absolutely. The fact that such a Coca-Cola bottle also appears in movies and becomes an icon through advertising refers to a piece of memory. A bit dangerous, because a product can also become outdated, but if it has just the right nostalgia and refers to your wonder years (the years in which you are shaped, the period between your 12th and 18th), and the brand manages to stay current and innovate within the parameters, you’ve got it.’

The little black dress and the Volkswagen Golf are two totally different things, but can you, as a trend watcher, still draw a comparison regarding classic style icon status?
‘Both are safe, timeless, and their foundation is reliable. A black dress can be worn on any occasion, and with the Volkswagen Golf, you know what you have; it doesn’t disappoint, everyone understands it. Enough luxury to feel good. It’s quality, it’s solid. You know what you’re getting. No one will not understand or not find the car beautiful. That also provides safety.’

Can you immediately see with your expert eye whether an object has classic style icon potential, or does an object need to prove itself over the years?

‘There are certain methods by which you can see whether something has style icon potential. It must keep up with the times and continue to fit the spirit of the times. Staying true to yourself while continually reinventing yourself.’