Last weekend were marked by a loud Internet scandal, in the epicenter of which Ksenia Sobchak, Olga Buzova and Demna Gvasalia suddenly found themselves. The reason for the storm that broke out was the new issue of the YouTube show "Beware, Sobchak!" The response of the singer and TV presenter was not long in coming - she concluded that the words belong to the creative director of Balenciaga and the creator of the Vetements brand. “According to my information, it turned out to be Demna Gvasalia, director of Balenciaga. Besides being a man, he is also a Georgian! And Georgian men have always been associated with courage and dignity! Is it worthy of a man - to speak behind the back about a girl who buys things from him for a lot of money! " - she wrote on Instagram, stressing that she is ready to return her things (in particular, the ill-fated jacket) to Balenciaga in exchange for the money spent.
Text: Anna Aristova
After some time, Ksenia Sobchak said that Demna, whom she "saw for the last time about two years ago, has nothing to do with this story," and demanded that Buzova "apologize for spreading some stupid accusations." “I didn’t give my name on purpose, as it was just one example of the politics of different brands, and not a reason for a scandal,” she explained.
The scandal left more questions than answers: from how ethical Ksenia Sobchak's behavior was and, apparently, the announcement of a private conversation to a millionth audience, to whether it was true that Demna Gvasalia could be this designer. Neither Balenciaga nor Vetements have publicly endorsed a selective policy in the past. “Our PR man has already approached me with the words that one of the celebrities wears Vetements, although it does not correspond to the brand's image at all. But if a person bought clothes for his own money, this means that the decision was deliberate, so we have no right to prohibit wearing them. You need to be kind to people, because karma is still a bitch, "Demna's brother Guram Gvasalia said in an interview with WWD back in 2017. He did not specify the name of the star, but the public concluded that it was about Paris Hilton.
What happened would have remained just another internecine scandal in the domestic show business, if it had not become another reason to think about why some fashion brands treat their customers selectively and do not want to see other people as customers. Is this normal or even legal? Olga Buzova is not the first and not the last victim of such snobbery.
A separate conversation is how selective fashion houses and brands are when dressing stars for filming, ceremonies and events. The stars are rejected for completely different reasons, many of which border on snobbery and even fat shaming. For example, a couple of months ago, Bebe Rexha revealed that the designers refused to wear her to the Grammy ceremony because the singer's size "did not match the catwalk." Ashley Graham faced a similar experience - according to her, the designers did not give clothes to shoot a cover story with the participation of a plus-size model for British Vogue. The dismissive attitude from fashion brands also affected actress Christina Hendrix - brands refused to provide the Mad Men star with clothes in her 12th size. “We love Mad Men and Christina, but we won't make a dress for her,” the actress recalled. Brands did not work with rapper Cardi B because, in their opinion, she is simply “not an it girl”.
Previously, stamps refused
and with Kim Kardashian, when she was just beginning her fashionable rebirth - Nicola Formichetti recalled, how difficult it was to stylize the shooting
for American Elle
Let's not forget that before the brands refused to cooperate with Kim Kardashian, when she was just beginning her fashion transformation - Nicola Formichetti recalled how difficult it was to stylize the shooting with Kim for the American Elle. “The brands just didn't give us things. This is fashionable snobbery,”he said. A year later, Kardashian hit the cover of American Vogue and enlisted the support of Anna Wintour. Beyoncé, at the presentation of the CFDA Awards of the Council of Fashion Designers of America in the category "Style Icon", recalled that during Destiny's Child all the costumes for the group were sewn by her mother, because the brands "did not want to dress four provincial girls of African descent, and even with uniforms ".
Some major brands still take an elitist approach - remember, at least, the scandal when items from the collaboration of Louis Vuitton and Supreme were sold on presale to celebrities such as producer Yana Rudkovskaya, singer Philip Kirkorov and a narrow circle of clients. This artificially created excitement and division of customers into "worthy" and "unworthy" ultimately affected the brand's image rather negatively.
Accusations of "provinciality" seem to have long been a thing of the past (as well as proposals to "introduce a quota on Birkin bags"), but we still read the news about how fashion brands burn unsold goods in order to preserve its "exclusivity. "And to protect from getting into the masses, and we see discussions of who" has the right "to wear brands and appear on the pages, and who does not. “Couture houses want us to firmly believe that their clients are all film stars and young representatives of the French aristocracy. This image supposedly corresponds to the romantic idea of couture traditions. The reality is much more prosaic - brands derive their main income from wealthy heiresses,”said The Guardian journalist Jess Cartner-Morley.
At the same time, sometimes it is not even a brand or a fashion designer who makes a verdict with a ban on wearing a particular brand, but those who are not indifferent used social networks. Moreover, in this case, pop stars are often reproached precisely for the fact that they closely follow the trends, or for the fact that they dress in clothes that seem to be inconsistent with their public role. We have already said that the singer Celine Dion regularly receives negative reviews for her looks: “too fashionable” or “not for her age”. But since when do you need to earn the right to wear fashionable clothes? The answer is simple - no matter what
Fashion, like any other industry, has been and will be a reflection of society - so in the era of the Kardashian-Jenner clan, "tourist chic", fashion for unfashionability and the industry flirting with pop culture, snobbery is no longer in fashion. This inconsistency with the agenda, injustice and conspicuous inequality, and causes bewilderment among people. Cary Grant has a fitting phrase: “Beware of snobbery. After all, this is an impartial awareness of their past mistakes."