Hamilton described the movement’s characteristics writing, “Pop art is: Popular (designed for a mass audience), Transient (short-term solution), Expendable (easily forgotten), Low cost, Mass produced, Young (aimed at youth), Witty, Sexy, Gimmicky, Glamorous, Big business.”
When thinking deeper about the way in which brand souvenir works, I feel that it is in line with the principle of pop art to a certain degree.
One of the cores of pop arts is that it draws upon everyday objects and media like newspapers, comic books, magazines, and other daily objects, bringing “high arts” to the public and making arts more accessible to the public by copying and replicating a certain element.
As for brand souvenirs, it narrows the gap between “high fashion” and the public. It helps fashion brand reach a larger amount of audience by making fashion more affordable and acceptable.
What is more, with the help of social media, brands can reach a larger amount of audience through brand souvenirs by increase brand exposure and creating brand recall.