When we think of designer logos … we often envision a well dressed person in high-end brand clothes, however, the appreciation and consumption of designer goods isn’t just for fashionistas.  We’re all inclined to want the better things in life which is often is equated to luxury brand goods.

We all have an inner ‘logo whore’ about us.

From the demure soccer mom who proudly pulls up to a game in her more affordably priced, late model Mercedes Benz SUV, to the FIT student who can buy the PLAY Comme Des Garcons T-shirt but not the couture, to the down-low closet case sporting a Louis Vuitton zipper coin purse that hangs from his belt loop and sits adjacent to what he thinks the gay boys are inclined to notice, to the non-materialistic granola girl that wouldn’t be caught in anything other than her Birkenstock sandals.

Most every-day-people, who have this ‘logo whore’ within, barely purchase these luxury within their means.  Some would call it being ‘cheap n‘ chic.’  Others may refer to it as low-brow and compare it to dining on caviar while on a fish stick budget.  When we pass by these individuals sporting their monograms and logos, we automatically assume that they have money or that their palette as that of an upper crust taste.  Most often we also assume that they have disposable income, have rich parents or a really good job.  Canclini referred to ‘assumed communities,’ and within these communities there is a connection that exists dependent on a common connection of consumed product, goods or services.

I feel this acknowledgment of shared understandings begins and ends at the fact that all parties know the commodities are expensive and desirable to others.  Assumed social values and economic resources are derived merely by the choice the consumers have made.  I agree that some traits offer a shared understanding, however, they don’t always indicate enough shared attributes to hold strong bonds within these communities.

While one person maxed out their credit card to buy that new CoSTUME National wallet, others had enough cash in their current wallet to buy it on a whim, while others are paying his or her rent late just for the privilege of whipping it out when asked for an I.D.  Because of all these varying factors in purchasing power, there are no real bonds that form and bind because of a community that shares an interest in a product. There are way too many underlining factors to be considered when the once passing-by glance of camaraderie turns to judgement.