What’s In A Name

The classic adage that Juliet Capulet once asked herself in her soliloquy of “what’s in a name?” can we all just take a second to ask ourselves that exact question when we next decide on our next big splurge, or at the very least consider it.

While logos and monograms have never faded per se, it was deemed as “tacky” that one might have scoffed at. But then Jeremy Scott made it look cool again, and it has slowly made a comeback. Like Alessandro Michele over at Gucci making the horsebit detail come back to life. And Nicolas Ghesquière has somewhat managed to make the iconic L’s and costly V’s feel cool again, and Chanel, for better or worse, never really attempted to abandon its interlocking C’s to appease the popular opinion. This opinion, however, has been following a model that extols inconspicuous luxury.

One thing I learned while living in Asia was that brand names defined your social class. Louis Vuitton was deemed “the secretary bag” and this isn’t just some rumour mill around the office, or some ‘Mean Girl’ pink doting Wednesday rule, but something quite disturbing and was even mentioned on BusinessInsider. I remember my younger days in Paris and the reason why I fell in love with the City, the people and its fashion, people genuinely took the time to love the aesthetics and appreciate the craftsmanship behind the design and not the brand. Whereas now it’s concentrated and with a blink of an eye we are onto the next newest thing. Blame it on books like Crazy Rich Asians, or whatever.

But we are back at an interesting intersection where what we have spent the greater half of the 2010’s calling tacky – aka label whores – is slowly beginning to feel tasteful again. And if 2013 saw the rise of an era defined by a new form of discernible label; like the Nike swoosh, the Adidas triangle, Calvin Klein’s underwear band, etc. 2015 is on track to take back ostentatious branding coupled with the expensive labels that command it.

So what happens now? Are we back at a grisly inflection point that idolize those who have it and pariah those who can’t? I guess this isn’t new, but this vicious cycle is as evil as sugar.

A personal story of mine, and why I love the monogram Louis Vuitton, no matter how saturated the market is with fakes from grades A to Z, (you can also check out my thoughts on fakes “Mind Vs Matter” post here) I came to quickly appreciate the quality above anything. My first LV was a hand-me-down from my Grandmother, the Noe bag you see pictured there, it’s funny how it still manages to look like new, because when my Grandmother first got it she was ever so careful with it, and 20+ years after, kept in it’s dustbag in my closet. I still don’t carry it as often for sentimental reasons but it is one timeless and iconic piece that I am very proud to own. Did you know the original LV Noe bag made its first debut in 1932, due to a request by a Champagne producer to be able to transport stylishly 5 bottles of champagne, four upright, and one in the middle upside down. Hm? Well there’s my fun ‘did-you-know’ fact for the day, ha. 

I see ostentatious branding coming back as a good thing, while this will further substantiate a case for slow fashion and quieting down the necessity we have cultivated to buy, cheap, buy, cheap, go go go! as to make us think twice before spending our hard-earned money on something. We used to call owning an Hermes an investment, but all of that seems irrelevant now.

People often overlook that being in control over your personal style has a much powerful voice than anything. So this broils down to my next question, who or what are you buying/dressing for? What does fashion mean to you? And how much of it inspires or defines your personal style? So tell me, what’s in a name?

Share on the comments below!

Yvette xo



  • Olivia DW.

    THIS is fantastic! I am so glad that you touch on topics that most bloggers fear to speak about. I know at the end of the day that it’s business for you guys, so there are no hard feelings, but its the same womp, womp ‘look at me strutting the sidewalk’ with no substance or depth to it. I definitely love that you are genuine about your thoughts and views and can certainly say that I am shocked that in Asia people label LV bags as secretary bags????! Like wtf??? That is shocking and quite distasteful, although not surprised. It’s quite sad that this is the World that we live in now. I am sure that at some point we will be at our tipping point, and we will hit the reset button. I personally love Gucci. It was one of my first bags that I purchased right after working, and also the first luxury gift (a wallet) that my bf (who is my husband now) gifted to me. Their style seems to remain somewhat consistent (which could also work against them) but I love it! And I hope they continue the way they are and not change to cater to the masses. Like Louis Vuitton drastically did. I understand that China is the next wave of fortune, but I don’t think that European luxury houses should base their empire around the Chinese market. While I get that this is where all the demand and money is coming from, I am sure that regardless of these household names’ decisions, consumers will follow suit.

    • chaeyoncé

      Gucci needs to bring Tom Ford back. He made Gucci sexy.

      • JustCassy

        on the contrary, I think what Alessandro Michele is doing suits Gucci better.

        • ooooh — this is a tricky one to debate because I love both directions equally.

    • thanks @oioli:disqus that’s so sweet! I guess my question was geared to provoke thoughts to the why versus just buying blindly. And regarding Asia being the where the money is, I guess we are just more inclined to follow where the money is. Sad but true.

  • chaeyoncé

    While I like to believe that I shop for myself, somehow I don’t think that, that statement is entirely true. I think I buy and dress for me, but I think indirectly I am buying and purchasing to please others. I think we all seek and crave attention and we know certain trends, expensive items will get the second glance and turn of heads, which feeds our egos. Whether we like to believe it or not, that is the subconscious truth. Can I get an amen?! xx

    • you know, atleast your conscious of it @chaeyonc:disqus and admit that you are doing it to install the attention from others. because reality is, everybody is doing just that. Even if it means you are dressing for yourself making those choices down to the accessories, but we know that it will attract others, as we are just creatures of reaction.

  • JustCassy

    I thought I like to dress for myself, but then after reading the comment post below @chaeyonc:disqus who am I kidding. It does build my confidence. I would still like to think that I am dressing for myself though. But I think style is something innate, like, you either have it or you don’t. You can’t be taught, but you can certainly pay for a stylist’s service. I love anything latest, so your post kind of took a jab at me. lol I can’t deny that I haven’t really asked myself that question. I guess I like all brands, so long as they bring out the next trendy thing. My biggest fear is #FOMO so I think brands are doing a damn good job in targeting consumers like me. *gulp

    • I agree, dressing appropriately will make or break your confidence. But you have to feel good about it, that’s the ultimatum. Just like carrying an expensive or cheap or a knock off bag, subconsciously you care about perception whether you like to admit it or not. And most don’t realize until a reaction is given.

  • dothedewS

    Ah! the great old debate of logos! Love it! I certainly agree about loud branding coming back in being a positive thing. I am certainly torn. While I love minimalist efforts like heavyweights of Celine and newcomers like Mansur Gavriel I feel like there is a much more silent command with a bold piece of monogram / logo’ed bag. It sort of speaks for itself, if you know what I mean. Great post! x

    • Agreed @dothedews:disqus then it’s just a matter of borderline tastefully done or just plain tacky. But I really don’t like that word “tacky”…. lol

  • can I just say that I love your outfit?! that fringed sweater is so adorable! Where on earth is it from?? What can I say about the post….. I have to disagree with you on this one, I like the subtlety of the minimal design versus the logo/monogram splashed loudly like Jeremy Scott, I still think it’s too much and don’t think that I could ever get used to it. And the whole LV being labeled a secretary bag in China is a disgrace to human society! I get that China is the booming economy but I feel like somehow everything is about money with them. Whatever happened to appreciating quality? this was definitely thought provoking to say the least.

    • thank you so much @lafashcurator:disqus the sweater is from #mango — and I can respect and appreciate where you are coming from, but there is no denying that Jeremy Scott has made logos and loud and bold statements feel cool again. And while I put China on the map, I have to say it’s not unique to China, I think the depreciation is a world wide issue.

  • sophiestyle

    Just wanted to say that I love your style! I dropped by bc I totally creep your Insta feed (one of my faves might I add!) and wanted to say that I am digging your simple effortless style! Plus I have the same petit Noe as you in an epi and has been my classic go-to!

    • thanks so much! it is such a timeless classic. thanks for dropping by! x

  • i started following you on snapchat and you are hilarious asf! it’s nice to be able to see the living breathing you and not just the 2D version! lol

    I really enjoyed reading this as I was actually contemplating on what my next ‘IT’ bag should be. Personally I can’t stand Chloe, it has blogger endorsement all over it. Nothing classic or special about it, other than the fact that the top bloggers have marketed the hell out of it. just my humble god awful opinion. What do you think of them? My sister keeps trying to convince to get it, but I can’t. And need something fresh. Any recos?

    • LOL! more like crazy asf @disqus_cHvvVRlGNT:disqus lmaoooooo — I just recently got more into it on snaps but it’s been fun! idk i’m torn about Chloe, I love some of the recent bags they’ve produced but can’t help but feel like it’s more of a popularity contest… idk….

  • justanotherfashionblog

    I love the outfit but I also love what you say about why you are buying labels in the first place and making people think and not just drones copying every blogger out there pushing the latest and greatest. Meanwhile theirs are gifted, the plain jane’s are spending their hard earned cash without really thinking about why they are doing it. Meanwhile it doesn’t even go with half their outfits or looks. Nothing pisses me off more than seeing a perfectly beautiful designer bag wrongfully styled. Ah well, the cycle of life. lol great read! xx

    • I hear ya and can certainly appreciate where you are coming from. x