11 March 2010

LINKAGE: A Case for Legitimate Knock-offs

Charles Guislain, (another) teen blogger phenom

While some in the fashion media have been fixating on the growing importance of editorial coverage by young bloggers, relatively little has been said about a broader democratisation that’s happening in the fashion industry overall. For one thing, runway knock-offs — formerly a marginal industry — have become a borderline acceptable business practice, with stores such as Zara and Forever 21 building successful franchises by copycatting high fashion designs. In a sense, fast fashion collaborations such as Jimmy Choo for H&M or Rodarte for Target seem to legitimise this practice.

This is a quote from a recent article on the effects of fashion's democratization from the website The Business of Fashion. Unfortunately, Ken Miller (the writer) doesn't examine the changing meanings of knock-offs in this era of democratization or analyze which knock-offs are acceptable and which aren't (and why) in the context of the emerging creative economy. Nonetheless, I'm intrigued by the relationship he's suggesting between cheap chic fashion retailers like H&M and Target and the industry of legitimate knock-offs. Who authorizes this legitimacy? And what are the conditions of cultural legitimation?