When I was very, very poor, I would go to the library to read Vogue, Harper’s Bazaar, Women’s Wear Daily and the international high end fashion magazines because at that time I was interested in fashion as an aesthetic matter. I probably would have been able to recognize many high end designers, and, being young and starry eyed, if I were at an art gallery opening or something (great source of free food and drinks) and saw someone wearing something fabulous from a well-known designer – say some amazing Jean Paul Gaulthier creation – yeah, I would probably have commented on it.
For a very short period of time quite a long time ago, my income was quite high but I was working 13- or 14-hour days, seven days a week. I had no time to pay any attention at all to fashion.
Now, I work fairly normal hours and make much, much, much less. I’ve never regained my interest in fashion, but I’ll occasionally glance at a magazine or window shop in a high end fashion street. Again, if someone were wearing something truly spectacular and I recognized it as a particular designer, I might comment on it with delight.
I do recognize many items that people wear as being from mass market brands of the sort that I myself wear. Many women wear Tory Burch shoes, for example, which have a distinctive but tasteful logo built into the design. And it is pretty easy to recognize the J Crew sweater or whatnot. Would I comment on something like that by brand name? Not usually, unless there was some reason to – “I just bought three of those same J Crew sweaters” or something.
I think recognizing brands is something that, for many (most) of us, happens fairly automatically and unconsciously; the thought appears and then flits away, like if you pass a McDonalds or something. The mind automatically recognizes the difference between a Vans sneaker and a pair of Nikes, but there’s no particular significance associated with that recognition, unless it is something we particularly like (or I suppose, loathe).
(Or maybe there’s some sort of unconscious assessment of tribal affiliation that occurs with some brands. You’d be surprised to learn that the young girl wearing the Lilly Pulitzer sundress was in a punk rock band at UC Davis, perhaps. But maybe that’s based solely on style, not brand).