Being Modern: Cupcakes
Sunday 17 April 2011
Although the phrase "jump the shark" has itself now rather jumped the shark, there is still no adequate alternative to describe that moment when something we think we will never tire of turns into something run-of-the-mill – the tipping-back point, if you like.
For cupcakes, the journey has taken about a decade. At the turn of the millennium there were Sex and the City's Carrie Bradshaw and Miranda Hobbes discussing the former's new crush Aiden while digesting mouthfuls of iced-sponge loveliness, complete with establishing shot of New York's Magnolia Bakery.
Before we knew it, cupcakes were the new black, or the new Blahniks, or something. "Owning a cupcake bakery is the career fantasy of our times," declared no less an expert than Vogue magazine. And now, if industry experts are to be believed, having a cupcake bakery in your area will make house prices rocket.
No wonder they're popping up in their hundreds and thousands (or should that be sprinkles?). Because what is there not to love about what we used to happily call fairy cakes? "May I have a fairy cake, please?" we might ask at those parties where there'd be "going-home presents". Now it's all "Can I get a cupcake" issued as a statement. No please, no questions asked and, crucially, no sign of fairies.
The magic has gone. The current "cupcake craze" has been all about "micro-pleasures" in uncertain times. It has been all about giving fashionable small gifts. It has been all about buying something you can easily make at home from those establishments that tell the world you read the right magazines: Lola's, Hummingbird, or Cox's (who wouldn't want to buy cakes from a bakery owned by a shoe designer?).
But "Being Modern" is here to tell you that the bubble has burst. Because next month, the Women's Institute – that noble organisation that did for sexy calendars what shade does to sunflowers – publishes Celebration Cupcakes and the tipping-back point is complete. Never mind. Who wants cakes to be subject to the whims of fashion anyway? Pass the Ladurée macaroon.
Life & Style blogs
The mother who never gave up on her child abused by the Oxford child sex ring
What do the emoji on Snapchat mean?
The 12 most sexually satisfied countries in the world revealed
Uploading pictures to find out how old you are gives Microsoft the right to post them wherever they want
Amazon’s minimum spend doubled: customers must now spend £20 to get free delivery
- 1 How the language you speak changes your view of the world
- 2 'Fire at every person you see': Israeli soldiers reveal they were ordered to shoot to kill in Gaza – even if the targets may have been civilians
- 3 General Election 2015: 14-year-old boy asks Nick Clegg – 'can you kill Katie Hopkins?'
- 4 Uploading pictures to find out how old you are gives Microsoft the right to post them wherever they want
- 5 YouTube social experiment shows just how easy it is to kidnap a child
iJobs Food & Drink
£40000 - £50000 per annum: Ashdown Group: A growing business that has been ope...
£24800 - £29000 per annum: Recruitment Genius: As one of London's leading Muse...
£14000 - £18000 per annum: Recruitment Genius: This is an exciting opportunity...
£28 - 45k (DOE): Guru Careers: An Accountant is needed to take control of the ...