If I confessed to buying this Gucci jacket for $3,500 you might be horrified, but you might also feel envious and a little impressed.
It’s so cute! It’s sporty but luxurious, classic but quirky, it’s ineffably Gucci.
Actually it’s a cheap $35 fake that’s available at my local mall, in a shop that appears to cater to prostitutes and would-be prostitutes. Everything is sparkly and hideous, in a good way.
So now you’re probably disgusted by this jacket because, ew, it’s not real Gucci, it’s just worthless crap.
See how you are?
Here’s the real Gucci:
Why is it worth $3,465 more?
You could say it’s the quality but we know that’s not true.
In order to gain and to hold the esteem of men it is not sufficient merely to possess wealth or power. The wealth or power must be put in evidence, for esteem is awarded only on evidence.—?Thorstein Veblen, The Theory of the Leisure Class (1934 ed.), p. 36
Our clothes are still signifiers of wealth and class, even though any idiot with a credit card can own high-end consumer goods. And yet Gucci continues to exert its allure even though I know intellectually it’s just an overpriced brand with a brilliant ‘aspirational’ marketing campaign.
A million street-style pictures of girls decked out in Gucci have not been sufficient to ruin the allure, but it could happen.
I once longed for Chanel, and now it’s dead to me.
Is it better to want Gucci than to want Yeezy? Do brands have to matter? Don’t we know better?
Let me put it another way: Would you rather carry your shit in a paper bag than a bag by Michael Kors?
I hope we can all agree on that one!