Branding or Brainwashing?

When it comes to fashion, it sometimes seems that the apparel-wearing public is at the mercy of prominent designers and established retailers. When a dominant trend appears, almost everyone jumps on the bandwagon -- making it nearly impossible to find clothing beyond the current "in" look. In order to stay current, stylish individuals must build an interesting wardrobe within the parameters set by the season. It has been said that such a system is the result of corporate brainwashing. Whatever the reason, the fact remains that the clothing we consider stylish is usually the result of decisions over which we have little control.

We have all seen the outrageous clothing high-fashion brands showcase in their runway collections. You may have thought, "Who actually wears that?" Truth be told, these sensational displays are little more than publicity stunts to drive up the brand's name recognition. It is this name recognition on which brands rely on to sell their much more realistic "ready-to-wear" collections. By the time the fashions you see on the runway hit Newbury Street, they have been re-worked into much tamer styles. In fact, there may be nothing special about the clothing besides the name. The ubiquitous "logo tee-shirt" is the most obvious example of this brand phenomenon.

Given this rather bleak assessment, it's no wonder that many people rely on well-known designers to make their fashion decisions for them. This is why labels are so emphasized in popular fashion. After all, if Gucci says, "It's hot," it has to be, right? The answer to this, of course, is no. Unfortunately, too many people end up looking absolutely ridiculous simply because they fail to question the authority of a prestigious label.

For example, several weeks ago I decided to venture into the Copley mall in search of a pair of casual black shoes. I noticed a very discreet 60 percent off sign in the window of a particularly luxurious-looking boutique, and decided to do a little browsing.

Once inside, my fate was sealed. The interior was quite mod with all the shoes lined up on long pedestals like an art instillation. At first, nothing caught my eye, but as I surveyed the selection again, I started to think that one pair might work (it was 60 percent off, after all). The salesperson was very accommodating and suggested I try them on (along with several others). As I examined my feet in the gleaming, full-length mirror (to the praise of my helpful salesperson), I decided that the shoes were actually quite charming and proceeded to purchases them without a second thought. Later, in my rather un-fabulous dorm room, I came back to the real world and realized that my shoes were surprisingly strange-looking, far too expensive, and, sadly, un-returnable.

With all the clever marketing these days, it can be quite difficult to separate the product from the brand trickery. Having fallen prey to this, I have come to the conclusion that the most dangerous place is the store itself. It is here, among the sleek display fixtures, suave salespeople, and sassy techno music, that ugly, overpriced clothing can become remarkably attractive. While I eventually got over the shoes, I shall never forget the important lesson they taught me: don't be swayed by labels promising unwavering good taste. The only style you can really depend on is your own.