Arrogance in the Fashion World

Arrogance seems to be in fashion right now, quite literally so. At least that’s the impression I am getting. What other way is there to explain the latest collections of Vetements, Balenciaga & Co?
They show leather bags that look pretty much like IKEA pouches for 1 Euro a piece (add three zeros and you have the price tag for a Balenciaga bag), jackets that are indiscernible from the vests security staff wear at airports (add two zeros here) and DHL shirts for 250 quid.
It would be funny if it was a joke, but it isn’t. All these items were top-sellers that people were literally lining up to pay hefty prices for. Why?
I guess the simple answer is: because they can.
Because money is not an issue for some, and plenty of people who can’t really afford those items were happy to jump on the bandwagon as well, in the hope to become part of an exclusive club. There was a crowd of buyers who seemed to go fashion slumming, you know, dress like a pleb for a day. This kind of slumming only works if you do make the point that you paid a small fortune for your clothes, so plenty of fashion labels were happy to cater to that exact target group with their designs. Why pay 40 Euros for a jacket if you can pay 2000? Even if it looks virtually identical, even if it’s only be discernible to the eye of a trained top professional that you’re not wearing the cheaper version, that you in fact paid ten times the amount of the more affordable item. Why did you do it again? Oh yeah, because you can. And the plebs can’t.
Welcome to our stratified world.

I’m phrasing it pretty drastically, sure. But when you’re part of the industry you can’t help but ask yourself from time to time whether people are actually fucking serious. The other option is to switch off your critical faculties and just roll with it. It’s just another trend, so what. Right? What’s wrong with that?
But I can’t see it like that. It’s more than a trend, it’s a statement – and not one I would wear with pride. It just speaks of a disconnect with reality to me. Or maybe I am the one losing touch.
The nonchalance with which people spend a monthly wage on a bag, only to declare it passé the next season has peaked in the pointless DHL x Vetements collection, which was presented in Leipzig and consisted of a run of shirts with DHL designs at the price point of 250 EUR. The press was swooning.: finally out of the comfort zones of Milan and Paris, at good last the spotlight was directed at a real every-day DHL Center, where attendants could feel like proper working people for a day. Cool poses in front of DHL boxes on Instagram included. And in the evening you’re just happy to be able to go back home and sink into your velvet couch.
What were the designers thinking? I honestly don’t know! I really can’t imagine them being serious with this. Seems more like they’re having a laugh at the expense of the entire fashion world. And the fashionistas don’t even notice it. Everyone’s just squandering their cash on logo-shirts and logo-bags and logo everything. And we’re still talking about a DHL logo here.

Fashion is dictated by the streets these days. Literally.

With all that said: I have nothing against DHL as a company! Those guys have certainly become a more important part of the infrastructure in our digital world, and I see my package delivery guy more often than most of my friends. I wouldn’t even mind a fan-shirt. But I’ll have to draw a line at the Vetement collabo.

‘Look at me, I can afford to pay 300 EUR for a shirt, Gucci, Balenciaga, whatever, as long as it’s already legible from far away.’ This logo hype is really getting on my nerves big time by now. So much so, that I get more and more drawn to labels like Celine that continue to impress with classic fashion and quality products, which are so much more important than logos. Celine doesn’t need to pull up smokes and mirrors in logo form. You perceive that the label offers quality pieces, and it’s also immediately clear that this quality comes at a price. What a stark contrast to all those labels jumping on the trendy bandwagon.

Is this really a way to distinguish ourselves? Wearing a logo? I mean, how far is this going to go?


This post is also available in German Russian

Are we going to be blessed with a collaboration between Vetements and KIK next? With KIK quality? And will the fashion girls swoon over that collection too? Overrun KIK branches to get their hands on pieces for ten times their regular price only because the shirts sport Vetements logos?
In my eyes, this development is pretty sad, to be honest. Well, it’s good for DHL I guess. Those guys must be super pleased with the current hype. They’re definitely winning here, even if it’s guaranteed that the hype won’t last long.

This post is also available in German Russian

Leave a Reply

Your email address will not be published.


  1. Den Hype, um diese Art von Kooperation sehe ich ähnlich. Auf der einen Seite ist die Idee dahinter ja schon cool, aber es so zu vermarkten und zu solch horrenden Preisen zu verkaufen eher nicht. Und ich bezweifle das DHL bis auf einen kleinen Hype irgendwelchen erkennbaren Nutzen daraus ziehen wird.

    Das einzige Problem, was ich mit deinem Text habe ist, dass du natürlich auch Designerteile trägst, die es in ähnlicher Form zu einer weitaus günstigeren Variante gibt. Weißt du wie ich das meine? Zum einen prangerst du diese sehr, sehr offensichtliche Markenkooperation an (zu Recht), aber wiederum kaufst/trägst/vermarktest du andere Marken – wo, wie wir ja alle wissen, man eigentlich auch eher mehr für den Namen, als alles andere zahlt.

    Ich weiß, dass du es mehr auf die ganzen “Print-Logos” abgezielt hast, aber die Grundessenz des Ganzen bleibt dennoch für mich gleich.


    1. Ja ich verstehe die Problematik und auch, dass Leser Schwierigkeiten haben diesen Text von mir als solchen zu akzeptieren, eben weil ich ja auch selbst Teil der Industrie bin, aber es nicht anzusprechen kam für mich eben auch nicht in Frage.


  2. In deinen Look bin ich shockverliebt liebe Mascha! Danke für die unglaubliche Inspiration. Toll zu sehen wie du dich weiterentwickelst.

    Warum die Leute soviel bezahlen? Weil sie gelangweilt sind??? LG Sabina


  3. The way I see it is – even if I were significantly more loaded than I am, last thing I would want to pay for is being someone’s advertisement… I mean… I hate walking around with branded shopping bags because I feel like I just spent some money on being someone’s billboard, let alone wear it on me. If anyone wants me to showcase DHL (and I have no clue why they would), they should pay me, no? And then I can just politely decline the offer :)


  4. Danke masha! Du sprichst mir so aus der Seele. Ich finde es traurig, dass einige so viel für ein Shirt zahlen, um zu zeigen, dass sie das Geld dazu haben. Ganz ehrlich, dann könnte man sich genauso gut komplett mit Geld bekleben und so auf die Straße gehen…

    Liebe Grüße,
    deine Maj-Britt


    1. …und wenn ein schein mal abfällt, dann haben wenigstens auch andere was davon…


  5. Hi, ich kommentiere selten… heute schon. Denn: Du sprichst mir aus der Seele! Danke, LG


  6. So ein toller Beitrag wie immer liebe Masha!!! <3 Das Konzept ist ja der Hammer. Sieht echt super aus.
    Liebe Grüße, Sandra

- Enter Your Location -
- or -
Thanks for signing up. You must confirm your email address before we can send you. Please check your email and follow the instructions.
Your Email is safe and will never be forwarded to 3rd parties.
Don't miss out. Subscribe today.

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.