Driving thru my son’s school on a lovely spring morning, I went past a few seniors very proudly donning namesake hoodies of colleges they had just recently committed to. These proud young men would soon move on from their high school to the colleges of their choice; it brought a smile to my face.
From Silicon Valley to the streets of Paris or Shanghai, wherever you are in the world today, innumerable individuals in logo-stamped gear are wandering around the globe. Be it Google employees wearing their company namesake T-shirts with chinos and Birkenstocks or women in stilettos flaunting their recently acquired Louis Vuitton bag on a recent trip to Paris. The “Logo” is everywhere!
Sometime in the latter half of the 20th century, brands began to realize the potential of their “Logo,” the buying power of the aspirational class, and “Luxury Lost its Luster.” Luxury goods companies went from selling exquisite hand-crafted pieces to multibillion-dollar global corporations that commoditized Luxury with an era of logo-stamped products. ( Thomas, 4 ) Think about the 1500 USD price tag on a Louis Vuitton monogrammed canvas tote bag or the rise of Streetwear brands such as Supreme that retail a T-shirt with their red boxed logo for 150+ USD. Even the environmentally and socially progressive Silicon valley geeks that are too quick to shun high fashion embrace their company namesake T-shirts that employees and customers alike wear. This mindless garment eventually hogs our landfills. So Is this a modern-day version of “Coat of arms? or insignia of sorts?
I recently saw a show on Netflix, “Emily in Paris.” Adele, a marketing executive, based in Paris, became my absolute favorite as I laughed through the series. It reinforced for me that the modern world has all but lost its charm and mystery, thanks to social media, logomania, and rampant consumerism. Discreet extravaganza, Classic elegance, and personal style are skills of a bygone era that now only a select few cherish and have mastered. From Gucci t-shirts to Facebook hoodies, we have all but become victims and billboards for these modern-day conglomerates. The Human Billboards!
So I want to leave you with some thoughts. For the college-bound types, you earned your T-shirt, you deserved it, and you should flaunt it! For the corporate T-shirt types, I say grow up and get a real “YOU” wardrobe. Last but not least, my dear Fashionistas, ask yourself – “are you buying the Product or merely the Brand ?”
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