Have Brand Parodies Become The New Status Symbol?

Ballinciaga, Comme Des Fuck Down, Homies, Feline meow. These phrases and logos have become as well known as the ones that they intend to make fun of. We have been seeing parody clothing for the past two years, shirts hats and other garments that were intended to make fun of how brand obsessed our generation is. But what happens when these anti-status items become mainstream?

HOMIES

 

Unless you have been living under a rock or are completely oblivious to the fashion industry you may have the increasing popularity of the parody tee. However these items were not created with the intention of becoming a fashion statement, but as a way of protesting against logo-mania and high-end brand’s ridiculous prices. There are some brands such as Conflict Of Interest who created their line of clothing as a way of protesting against counterfeited merchandise. However, its ironic that their way of doing so is by creating a clothing line that imitates designer logos, isn’t it?

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Case and point, high-end Parisian fashion boutique Colette sells Aint Laurent without Yves merchandise right beside actual Slimane-designed Saint Laurent. When carriers like Colette start selling satirical street wear at high-end prices it not only contributes to pop culture’s infatuation with high-end fashion, but it also removes their counter culture element. If these spoof sweaters and shirts are being sold in boutiques at prices similar to the brands they are mocking, does this mean that they are the new luxury brands? And if so, does this not defeat the purpose of creating an anti-status symbol campaign?

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The New Penis Envy

Original article published in The Elite Daily

“Women’s liberation” is a term that implies a lot of things. We are now allowed to vote, to pursue a higher education, occupy jobs that were traditionally reserved only for men — and yes, now we are even allowed to be their bosses.

Women are now CEOs of very important companies, are bosses to men, make higher salaries than men, and sometimes even higher salaries than their husbands — so in order to break away from the “damsel in distress” stereotype, they have to begin by changing their wardrobes and even attitudes.

However, with the breakage of so many stigmas that have forever haunted women, has also followed a new approach towards clothing and the way women dress. The modern day power woman has resorted to power dressing in order to establish her power over her male counterparts and even female subordinates.

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This doesn’t mean that women have stopped dressing in a way that emphasizes those physical traits that are appealing to men, yet in order to transmit a sense of authority they have chosen a new approach to sexiness. In the past years more and more women have taken a “power dressing” approach to sexiness, trading in their body-con skirts and little black dresses for a well-tailored suit that allows them to look more professional.

This look is a more low-key approach to sexiness, since a well-tailored suit can hug a female body in all the right places, while still preserving a somewhat conservative image. It is almost as if this kind of outfit sets the tone for a type of sexiness based more on what you imagine, than about what you see. We can call this discreet style of sexiness “office appropriate.”

This approach is not one that can only be found in corporate offices, we have seen the celebration of power dressing in a wide variety of fashion houses in the past year.

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From Chanel’s “The Little Black Jacket” exhibit that took place last June in New York, to YSL’s “Le Smoking Party” to the funky printed pant suits Prada included in both their spring and fall collections, it seems like designers support the idea that the modern day power woman is meant to dress like a very sexy man.

Even the typically gown-filled Hollywood red carpets have included a series of pantsuits and jumpers that are anything but your traditionally feminine eveningwear. Designers have finally understood that power women are fashion conscious too, but need clothing that will allow them to move comfortably around the office.

However the success of a tv-show like “Mad Men” — where women are portrayed as bombshell secretaries who wear pencil skirts and red lipstick to emphasize their femininity — really makes us wonder if the power woman secretly wishes to wear those seductive outfits, while maintaining her career-woman status.

Could it be that under every power woman there is just a little girl who wishes to be swept of her feet? Evidence shows that the modern power woman, instead of wanting to be saved by a man, is now saving herself.  And she is doing so by asserting herself using her clothing as a means of expression of her empowerment.

Adriana | Elite.

 

 

Saint Laurent sans Yves

It’s understandable for a new creative director to want to make a few changes at his new label–wouldn’t that kinda be why he was hired in the first place? But we just heard a rumor about a major change new YSL creative director Hedi Slimane is considering–and it’s pretty drastic.

A reliable source tells us there may be talks within the company of having the “Yves” taken out of Yves Saint Laurent. We hear the issue was brought up by Slimane in the interest of giving the brand more of a fresh, modern feel as he begins his tenure there. Thus, our source said, the iconic YSL logo shall be no more. (Though we suspect, if this really ends up happening, YSL SL will come up with something better than the above.)

Of course, this is nothing more than a rumor, but could you imagine? Calling the brand Saint Laurent won’t be too much of a stretch, as people already call it that, but will we really call it SL (for SLimane?) for short? What about all the stores and beauty products and that iconic logo? Won’t changing everything be incredibly expensive and confusing? Would the value of vintage or pre-Slimane YSL then go up?

We also wonder if YSL co-founder Pierre Bergé, who has worked tirelessly to keep Yves Saint Laurent’s memory alive with expansive archives and a foundation, would approve of such a huge change.

If true, this is a surprising statement for Slimane to make, given his past at YSL (he designed menswear from 1998-2000) and the fact that Bergé, who has been quite critical of previous creative directors, seemed pleased to have him on board and called him “a member of the YSL family.”

Then again, perhaps the company had already been considering it. It’s not at all uncommon for storied fashion houses to go by their founding designer’s last name: Chanel, Versace, and Armani are just a few examples. We can also understand Slimane wanting to distance himself from the label’s inimitable founder, whose legacy, as some of Slimane’s predecessors have expressed, can be difficult to live up to.

We’ve reached out to YSL (if that’s what it’s even called) for comment and will report back when we hear more.

What do you think? Could Yves Saint Laurent just be Saint Laurent?

Update: This is really happening!! An Yves Saint Laurent spokesperson has confirmed to WWDthat Slimane plans to change the name of the house to Saint Laurent Paris. And that’s not all.

Slimane’s inspiration for the house’s branding makeover reportedly comes from 1966, when the company first introduced its ready-to-wear line under the name Saint Laurent Rive Gauche. He plans to use similar fonts and wording from that time. However, the Yves, along with the iconic YSL logo, won’t disappear entirely. The full Yves Saint Laurent name will continue to be used for “institutional purposes” and the logo will remain the same. So, basically the only change will be to the read-to-wear line, which will now be called Saint Laurent Paris. Phew!

The changes are being positioned by YSL as “restoring the house to its truth, purity and essence – and taking it into a new era” while “respecting the original principles and ideals,” according to the trade. The new branding is expected to be introduced by the time Slimane’s spring 2013 collections hit stores