We have all seen enough people in the streets wandering in their designed clothes that suffer from the Pajama logo, and often associated with matching (ugly) shoes. If they are very ugly, why do people wear it? The main explanation is that Stay away (The new wealthy expatriates to the upper layer) Poseurs want to climb the social ladder often to buy elements that literally scream luxurious names such as “Gucci” or “Balenciaaga” to match the salty elite.
But according to Former Hairi journalist Hadley FreemanThis is due to the “they are disobedient” who “are used for the brand only as a form of free advertising.” Regardless of the way you look at it, the brands made by designers are more complicated than just the free ad. The Fashion writer Blog explains Derek Gay from “DIE, Workwear”:
They wear street clothes
One of the biggest reasons is that luxury brands and street clothing have merged over the past twenty years. Many street costumes are dramatically paid, and you do not have to drill deep Ugly sneakers.
StreetWear is a rooted pattern in the sub -culture of hip -hop and youth, often in an ideal appearance: huge silhouettes, sports pieces, and unpleasant use of slogans. The brand is not hidden. It is the main attraction. Smochs are detonated, repeated in comprehensive publications, or paste them across the chest with graphical lines. Trademarks such as Supreme, with the distinctive Box Red logo, the bathroom (BAPE) and loud and white Camo prints, known for the slogans of quotation marks and industrial graphics, built their identities on converting slogans into case symbols.
There is a major figure in bridging the gap between street fashion and luxury long before being modern Dan, Harlem designer who started in the 1980s and 1990s to formulate custom pieces using slogans from brands such as Gucci, Louis Vuitton and Fendi. This licensed cooperation was not effectively weighing in high -end fashion. By reformulating classic slogans to ready-to-street forms-tetrazium, swollen, huge coats-innovate a look that occurs to an audience ignored by the elite of fashion: black and brown youth, rap singer, and projects who demanded recognition and elegance.
Despite the prosecution and closure of it, the DAPPER DAN work was later adopted by the fashion houses that rejected it. In 2017, Gucci was partnership with him officially (then Controversy includes a Minnk launcher jacket inspired by Dan Dan This Gucci was used for their cruises group), as it launched joint groups with a brand and opens atelier in Harlem. This represents a turning point: street clothes were not only affecting luxury – it was redefining them.
The luxury designers immediately began borrowing from the visual symbols at Streetwear. Virgil Abu, who was appointed as the artistic director of men's clothing in Louis Vuitton, brought the feature of drawing in Streetwear to one of the oldest fashion houses. Demna Gvasalia from Balenciaga bend into a large silhouette and paradoxical brands, while Alessandro Michele turned into Gucci the GG logo that was working once into a comprehensive image seen on tracks, sports shoes and outer clothes.
As the influential street clothes were, it was not the only reason for the design houses frequent slogans in their designs.
Copyright laws and designer fashion
In the high -end fashion world, creativity abounds – but when it comes to legal protection, the rules are amazingly limited. You see, dress design as a whole no Fully protected by copyright.
the reason? The law of copyright in general does not cover functional elements, and the clothes are completely. The silhouettes, cutting and construction techniques are located outside of copyright. So if someone copies the shape of a jacket or dress style, there is often a little legal asylum. What He can Be protected are the original non -functional elements – such as graphic publications, slogans, embroidery or artistic patterns.
This deficiency in protecting full copyright in fashion is exactly how high -street brands such as ZARA and H&M copies legal designs seen on luxury runways without violating the law – as long as they avoid using branded elements such as slogans or protected publications. Since the copyright does not cover shapes or based on clothes, these brands can produce luxurious pieces similar versions in a small part of the price, and often within weeks of the fashion show.
This legal gap explains one of the most pronounced trends in luxury fashion today: the explosion of slogans. Since the garment structure cannot be easily reserved for copyright, fashion houses tend to brands – which are clothes and accessories with distinctive slogans and often large. These slogans are protected by brands, which give brands a strong legal tool to prevent imitation. That is why you will see Monogram LV sprayed via Louis Vuitton, or GG print from the repeated Gucci on handbags, or Balenciaga name in the via Hodis.
Because of these legal restrictions, luxury brands depend on a mixture of strategies: copyright for original graphics, brands of slogans, commercial names, design rights or patents for unique visual elements. In short, the protection of copyright in the fashion industry has helped make the slogans the visual and legal cornerstone of luxury design.
The artificial scarcity of luxury
Why luxury brands are a strong protection of their designs? This is because their business model often depends on Synthetic. Yes, some luxury goods – such as the Hermès Birkin bag – are increasing from skilled craftsmanship and limited production. But when it comes to things like shirts? Let's be honest – they can manufacture millions if they want to. The scarcity is not always real; He is a designer.
Imagine now if Balenciaga could not stop forgery or counterfeit. What if a $ 675 shirt shirt suddenly everywhere-selling on the Amazon, stacked in high street stores, which cannot be distinguished from the original? The illusion of uniqueness will fade, and with it, justify the outstanding pricing. If anyone can get it, this is no longer a luxury.
The bottom line
This is why luxury brands are designed and their clothes brand in ways that allow them to protect grass – not necessarily through copyright, but through the Act of Brands and Antistial Legal Enforcement. It is a way to control supply, maintain status, and justify high margins of the sky-even when the product itself is a variety, and let us face it, sometimes ineffective. Of course, it also plays completely in Parvenus and Poseurs, who make the logo with all heavy lifting.
phrase “Money talks, whispers of wealth” It accurately summarizes the contrast between those who boast about their wealth and those who do not need it. Black slogans, gold-plated accessories, and designed from face to face to the soles of the feet, often indicate new-wicked money to see them. On the contrary, old money tends to wear quiet luxury: without a brand, designed, and anxiety. Real wealth should not prove itself; He is satisfied with whisper, while everyone shouts.
