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| Dana wearing a Philip Treacy hat. Photo by Hervé d’Halluin. |
"The story of luxury goods today is really about globalization, capitalization, class and culture. Dana Thomas has a feel for all of this and more and has written a fascinating book. A luxury product about luxury." —Fareed Zakaria, Newsweek
Brand-name luxury today is beyond what it ever was—from light-hearted desire to dire necessity. I remember in the late 1980s/early 1990s when stories of a few inner-city kids, many who subsisted on government aid, were being robbed (or robbing others in their peer group) of their expensive brand-name tennis shoes. You had to pack heat when wearing your Jordan's. This was also the time when wearing head-to-toe logoed Gucci warm-up suits (often knock-offs) with a matching fanny pack was the player’s choice. Looking poor—even though economically disadvantaged—made one an outcast and even the butt of jokes. This is a cultural anomaly whose roots are deep and growing in prevalence, in considerable part by its superstar advertisers (Sean “P. Diddy” Combs, Jennifer Lopez, Beyoncé, Lil Wayne, etc.). If you want to be admired and envied, you’ve gotta look like you can make it rain, or at least appear rained on, and that means luxury brands.



