Memes are images rooted in social awareness—they bank on the premise that their viewers are educated in the current cultural conversation. We find them funny when we relate to them and we scratch our heads when we’ve missed the coded joke. If we catch on to a meme at the end of its circulation, we've missed the point entirely: Pepe the Frog silently transformed from a comic book character to a symbol of hate used in white nationalists’ tweets. But does a meme have to be made with the intent of being a meme to be considered one?

I first came across Siduations, the fashion image project by former publicist, Sidney Prawatyotin, a little over a year ago. I saw images of a young Cher superimposed onto a Balenciaga campaign, which at the time was shot by Harley Weir. The collection featured plenty of spandex and screamed eighties-workout-apparel, so adding Cher in eighties workout garb was a nod and a wink to what people may have already been thinking when viewing the Balenciaga campaign. This is why Siduations is great: It takes a high-fashion image or persona and places it in an everyday context—something austere and something actual. I spoke with Sidney, and while he doesn’t necessarily feel his creations are memes, I feel that the relatability of his content offers a similar success: we are laughing at ourselves.

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