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The Creative Issue – News for Creatives | July 9, 2020

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The year that High-Fashion brands became...mainstream

The year that High-Fashion brands became…mainstream

| On 09, May 2018

It’s official. This year with a heavy heart we have had to accept that high fashion brands such as Gucci and Givenchy went mainstream. I doubt any of us expected to ever hear those words. Now, don’t be fooled, I am in no way shape or form saying that I dislike these brands, because in reality I have a huge amount of respect for these designers and I would absolutely kill to have a bag to call my own. It’s more that I’m irritated that the brands image has become somewhat ‘cheapened’.


In this day and age, it’s a common fact that when a trendy item of clothing becomes insanely popular, everyone latches onto it like a bug to a light. Thus the chain of the fashion industry begins. A prime example of this very chain is the iconic ‘Gucci logo shirt’. What started out as an exclusive logo shirt only to be worn by the elite and what people would only dream of owning, has now dwindled down through this very chain to the fake clothing industry. When I was walking through the Queen Victoria markets in Melbourne I was surprised to see fake Gucci logo shirts selling for as little as $10. From fake Gucci shirts came notably sickening knockoffs. Small fast-fashion brands actually had the nerve to put the exact same Gucci print on a shirt but switch the logo with something ‘clever’. For example your star sign or even a photo of… Gucci Mane. Now I get what some people are saying, “Well Gucci shouldn’t make their shirts expensive, then I wouldn’t have to buy knockoffs.”. If you can’t fathom the the price of an authentic Gucci shirt then you shouldn’t even be considering wearing the fake version. However, I do consider that this statement is somewhat true but another statement you should consider is, why do they make their shirts that expensive?


High-Fashion brands like Gucci and Chanel are made expensive for a reason. While quality is a main factor, the main reason is that if these brands made their clothing so everyone could own and afford it, then they wouldn’t be the brands they are today. The exclusivity of a fashion label is what makes the brand and without that, the brand loses its star quality. We say a prayer for our fallen, the monogram Louis Vuitton tote bag, taken by the fake fashion market too soon. I know people who won’t even consider buying a Louis tote bag because of how much it has been knocked off and the fact that so many people have a version of one. Now why do you think Tiffany’s increased their price on their statement ‘Return to Tiffany’s’ heart necklace? Perhaps because every single girl has it hanging around her neck and thus Tiffany’s lost that significance of owning something unique that no one else has. Everyone loved the idea of being able to walk into a store, knowing you saved money to buy a sentimental item and having your own little blue box. But seeing everyone with one loses the appeal and significance of a necklace doesn’t it?

You could say I’m a hypocrite because I will buy something trendy just as much as the next person. But High-Fashion brands are a whole other league. If you don’t know who Alessandro Michele, Coco Chanel or Virgil Abloh is than I can’t expect you to even understand the meaning of this article, let alone try and piece together a good enough reason of why you should own a high-fashion brand not knowing who these icons are. If you look up these designers just once after reading this article, then you are already changing for the better and the exact reason I wrote this article.

I’m not saying don’t go and buy a Gucci belt or an Off-White shirt. I’m just saying know what the brand is about, know the process of how the item that you just bought was even created. Don’t let another high-fashion item be reduced to just another item of clothing every person is Brisbane is wearing, respect the brand.

What’s your opinion on this?