What is the obsession with 'designer' in the 21st century?

As I have mentioned in previous posts, we are living in the age of consumerism. Having material goods make us feel good, doesn't it? Most of us take pride in our possessions, especially the expensive ones! This is one of the reasons for the rise of 'designer' products in our society. We can now show off our wealth through a Louis Vuitton handbag or a Babour jacket! However is this healthy?

The craze of designer products, which has only really took off in the last ten years is purposely demonstrating to others the amount of cash we have. If you saw somebody with a Mulberry bag on one arm and a Chanel bag in the other, coupled with a Ralph Lauren shirt and a Michael Kors watch, it is natural to assume they are rather affluent! Designer sets us apart. It gives us, and indicates to others a sense of the position we hold in society. To see your friend in a Jack Wills dress from the new summer collection can indicate to you how much money they have, even if you don't think about that it, you do subconsciously.

Why do we wear designer? Apart from demonstrating social status, designer has the trait of being a quality product. Designer products are sturdier than your average H&M jacket!  Brands such as Jack Wills prides its self on being 'Fabulously British'. Additionally, there are now different stages of designer, each which aim at different target markets.  Many young people of today are attracted to brands such as Hollister, part of the Abercrombie and Fitch group, which comes under the group of the affordable designer brands. Designer also encompasses its own identity. Not many people will own the same Vivienne Westwood dress which gives you, the buyer, an advantage of a rare product which people are more likely to comment on, and who doesn't like compliments?

One of the main reasons of the designer mania is the role it plays in the lives of celebrities. We read about, see pictures of and hear of celebs attending the Oscars in Alexander McQueen or in a Harvey Nichols. Celebrities set the trend for many things, the main one being fashion. If Zac Efron is wearing Rayban aviators, then it becomes a popular item to purchase. Moreover, if Emma Watson wears a Chanel dress to her latest premiere, then it is publicised in magazines. You get the jist. If the people we desire to look or behave like are wearing it, then we should be right?

This new 'designer' craze has resulted in an increase in designer outlets such as Bicester Village, a favourite of mine! This is a shopping experience delegated to a series of famous brands. Brands such as Ralph Lauren to Chanel all in one place. As a student, I'm not particularly interested in the top brands, such as Gucci or Prada but I'm more of the Jack Wills, Cath Kidston, Ralph Lauren, Tommy Hilfiger type I suppose.

Anyway, designer is becoming more and more popular and it is constantly gaining a larger target market. We are hooked on designer. It surrounds us each day, and is becoming part of our consumerist culture. Our desire to have the best material goods, is embodied in our shopping experiences.