A while back someone told me that it would be a waste of time for her to buy expensive label brands unless other people actually recognised the hallmarks and clues of these brands – and therefore knew how expensive they were. She said there would be no point in wearing famous brands unless people were aware of – and consequently envious of – their price and exclusivity!
‘I’m richer and more important than you are!’
In the past, famous designer labels were more subtle in their design so you had to be ‘in the know’ to recognise them. As these brands were out of reach for the general mass of people, the rich clientele who bought them could therefore feel special in that they owned these exclusive things.
This created a sense of ‘self-esteem’ from being part of this ‘in-club’
The sense of entitlement that came from this was then translated into a sense of worth that was based on material things such as what you had, what you wore or what you drove. Instead of self-worth coming from an inner awareness of the value of your soul and the purpose of your life, it became defined by artificially inflated labels and brand-names.
As designer brands seemed to confer a type of confidence, value, importance and success upon those who wore them, they became a ‘short-cut’ route to acquiring a superficial form of ‘self-esteem’.
So the marketers of the brands cashed in on this
In order to capitalise on this general desire to try and acquire a sense of self-worth through wearing famous labels, the makers of these brands started producing less-expensive ranges and putting their labels on the outside of their products.
This meant that ‘ordinary’ people could then clearly communicate to others that they too were now part of this wealthy and exclusive club.
This sense of self-worth was superficial, but it was still something that people wanted.
(An added benefit of labels on the outside for the makers of the famous brands was extra profit because more and more people became walking advertisements for their products!)
Famous red soles
Trying to find your self-worth through what you wear, drive, carry or use has reached levels that would be regarded as ridiculous if it weren’t that so many people have taken this seriously.
A certain famous brand of expensive shoes identifies itself by its particular shade of bright red soles. Anyone who is aspiring to be ‘someone’ in this realm of brand labels knows that these red soles are a sure-fire status symbol for all to see.
The poignancy of this whole artificially created branding system is reflected in the many tutorials on the internet to show you exactly how to fake these famous red soles. It’s even possible to buy a pot of glossy paint in the identical shade of red so that women can paint the soles of their regular shoes to pretend that they own the famous label ones!
This search for status and ‘self-esteem’ starts young
Ranges of famous brands have now been extended to babies and children as another way for people to advertise their status and to try and identify themselves with the illusory lifestyles of the rich-and-famous. The desire to be like those who embody the celebrity culture fuels whole industries dedicated to dressing children in obviously branded clothes.
One of the problems with this is that parents and children are conditioned to perpetuate the system of trying to buy ‘self-worth’, instead of understanding that it needs to be developed and earned over the course of a productive, meaningful and authentic lifetime.
Learn to distinguish between real value and genuine self-worth
If famous brands are of an excellent quality that justifies their expense, then invest in them, appreciate them and use them. See them for what they are and don’t confuse them with your own innate value as a divinely-created soul.
A sense of self-worth that’s based on anything transient such as material things can never satisfy or sustain you in the long-term
When hard times come, the only things that will serve you are a genuine self-worth that comes from depth of character, solid values, authentic relationships, fulfilling work that’s of service to others and meaningful connections to the non-material things of life.
No amount of fancy clothes, expensive accessories or the latest designer toys andexpensive gadgets will do..