Nick Currie, later Momus, talking about the 4AD aesthetic. From Martin Aston's great biography of the label.
' I saw 4AD as a coffee table label, with a mild bourgeois aesthetic worldview, which appealed to other tender-minded people. Ivo seemed attracted to suburban places to live in or an office slightly out of the centre of town, with these semi-detached English houses, but then you'd notice some of those very houses had an Arts and Crafts sensibility, with stained glass windows, which opened my eyes to the possibilities of being an aesthete, and importing those sensibilities into people's lives. Indie labels were not so well known or established at that time, yet labels like 4AD and Factory were already so refined, in a new hyper-glossy manner, with top-flight art direction. It was at the peak of post-modernism and it felt distinct from what had come before. In my mind, Ivo and Vaughan were very much going to define the decade.'
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