In the fashion industry it is top priority to be different, edgy, and stylish; distinguishing designers from other fashion labels. Fashion is all about making a statement utilizing clothing and its customer by conveying to the world that they are more different and more unique than the average Joe.  The question that arises is how far will people go in order to obtain individualism and difference through clothing? How much money are they willing to spend? And at what cost? Each year over 250 billion dollars is spent on fashion including accessories, in the United States, and over 20 billion in revenue is generated annually (Grabstats.ca). The United States host more fashion events than any other country in the world; the industry is supported by the private financers that promote emerging designers and host regional fashion shows (Grailsystem.com).

                Fashion designers and the fashion industry itself uses clothing advertisements as a mechanism  for the consumer to escape from reality, using advertisements that convey a life of wealth and luxury something we all wish to obtain. A fashion designer implants the thought that for a little price, if you cannot indeed have the entirety of luxury you can look as if you do. Through advertisements fashion designers sell their fashion to consumer’s most wanted desires; to live, feel, and BE like the wealthy, and wearing their clothes is a way to achieve just as aspect. In this Gucci ad with the slogan ‘Timeless’ captures the classical era of when consumption and boutiques were on the rise. The couple very well put together; a male in a suit cuff links and loafers, and the lady in a skirt and suit ensemble illustrate to the consumer a sense of elegance, flare, style and grace. It also conveys to the consumer that they come from money. Both individuals are carrying Gucci luggage and in an airport setting. The consumer is captivated by these simplistic advertisements because it taps into for some, an unattainable desire that they cannot fulfill. The advertisement represents simplicity; a ‘timeless’ era that can only be exuberated by wearing the label Gucci. Fashion designers and consumers live off of the reputation of their labels. The House of Gucci generated 4.2 billion in revenue worldwide ins 2008 according to Business Week magazine and climbed to 41^st position in the magazine’s annual 2009 “Top Global 100 Brands” chart created by Interbrand. Guccio Gucci admired luxurious luggage that he witnessed sophisticated guest bring with them when he was working in Paris hotels. When he returned to Florence he established his shop in 1920 that only used high quality material and skilled aristians to create his vision of luxury.

                Gucci uses elegance and class to sell their products whether it is accessories, luggage, or clothing.  A Gucci bag cost roughly $1,635 Euros. Gucci products signify a type of extravagant it dictates in society who are the wealthy, and who are not. Something so simple such as clothing that is an everyday necessity can be transcended into something more grand and complex. Clothing labels illustrate to society the wealth, power, and status one occupies within society. I would be a hypocrite if I said that I did not fall under this notion that I buy clothes to exude a certain status in society or how I would like to be perceived. Individuals wear labels most importantly because it tells society that the particular status that they occupy, even if they don’t. It exemplifies some type of wealth, and power to know that someone could afford a 1.650.00 bag, something that not everyone can afford.  Labels and consumerism allows individuals to feel good, knowing that they can by the expensive and be that closer to the wealthy; no matter the cost; a feeling that everyone wants to feel.