The brand of Oscar Wilde

He pioneered the cult of youth and turned himself into a brand. No wonder Oscar Wilde is still seen as ‘one of us’

From The London Times

by Gyles Brandreth
Oscar Wilde and the Ring of Death by Gyles Brandreth will be published by John Murray on May 1

Last Sunday I made a pilgrimage to the Père Lachaise cemetery, in the northeast of Paris, to pay my respects to the shade of Oscar Wilde. I found I was not alone.

The great man’s grave was surrounded by quite a crowd, including a party of Japanese students, a family of Germans (the father was wearing lederhosen) and an assortment of young people in their twenties: French, Italian, British and American.

In his own time, he was an outsider and an exotic. Now he’s one of us. We understand his craving for celebrity. We share his obsession with youth. (“Youth is the one thing worth having,” he wrote in The Picture of Dorian Gray.)

As I arrived, one of the young women (an English student from St Andrews) was planting a kiss on the huge Jacob Epstein effigy that surmounts the poet’s grave. She was kissing the marble deliberately, to leave the lipstick impression of her mouth on the monument. “Why did you do that?” I asked. “Because I love him,” she replied. “We all do,” added another of the girls. “He’s one of us.”

Wilde, it seems, is our contemporary. He died in Paris 108 years ago, a near-friendless exile, impoverished, shunned, disgraced. Today, he is world-famous and universally admired. There are 1,000 lipstick impressions on his tomb. He would not have quarrelled with the attention: he was a pioneer of celebrity culture. “If you wish for reputation and fame in the world,” he advised, “take every opportunity of advertising yourself. Remember the Latin saying, ‘Fame springs from one’s own house.’ ” At theatrical first nights, as a matter of policy, during the 10 minutes before the curtain was due to rise, he would make a series of brief appearances around the auditorium – in the dress circle, in the stalls, in the boxes on either side of the stage. He wore outlandish clothes; he said outrageous things. He set out to get himself noticed. He was.

And he is. I am writing a series of Victorian murder mysteries, traditional who-dunnits featuring Wilde as my detective, and, as my publishers cart me about the world, I am discovering that my hero’s fan base extends way beyond Europe and North America. He has a substantial following in South America, the Middle East, India and – wait for it – Korea. Other Victorian writers may be more widely read (Dickens and Conan Doyle, for example), but I reckon that no other individual Victorian, however eminent (no, not Queen Victoria herself), lives on as a personality in quite the way that Wilde does.

[Continue reading the Times article here]

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