The fashion industry has a language all its own, often steeped in complex pronunciations and spellings that can leave even seasoned style enthusiasts tongue-tied. Recently, brands like LOEWE and SSENSE have cleverly tapped into this phenomenon, highlighting the “Spelling Of Fashion” through campaigns featuring spelling bees and playful slogans. These campaigns not only acknowledge the inherent complexities of fashion terminology but also expose the anxieties surrounding mispronunciation and the desire for acceptance within the industry’s exclusive circles.
LOEWE’s “Decades of Confusion” film, starring Audrey Plaza and Dan Levy, humorously depicts the struggles of correctly spelling the brand’s name. Plaza, adorned in a mix of contemporary and archival LOEWE pieces, embodies the collective struggle of fashion lovers grappling with the brand’s unique spelling. Similarly, SSENSE’s kidswear campaign features children participating in a spelling bee focused on luxury brand names, further emphasizing the importance of literacy within the fashion landscape.
These campaigns cleverly play on the fear of “getting it wrong” in the fashion world, whether it’s mispronouncing a designer’s name or choosing the wrong outfit. This fear harkens back to childhood anxieties of fitting in and being accepted by peers. The ability to correctly spell and pronounce fashion terms becomes a marker of belonging, a subtle signal of insider knowledge and cultural capital.
Beyond pronunciation, these campaigns touch upon deeper issues of class and education within the fashion industry. Even with the democratizing influence of social media, fashion remains an exclusive realm where knowledge and access are key. Knowing how to pronounce “LOEWE” correctly becomes a symbolic gatekeeper, separating those “in the know” from those on the outside. This dynamic reinforces the notion that fashion is not just about purchasing power, but also about possessing a certain level of cultural literacy.
However, some brands are actively challenging these conventions. AVAVAV, known for its unconventional designs, embraces a repetitive spelling that mirrors the brand’s playful and often ironic aesthetic. The name becomes a commentary on the industry’s sometimes-pretentious nature, a deliberate rejection of traditional luxury tropes. Similarly, MSCHF, with its intentionally awkward spelling, disrupts the established order, forcing consumers to question their assumptions about luxury and cultural knowledge.
The current trend of incorporating literary references into fashion further complicates the relationship between language and style. Designers like Valentino, with their use of quotes from Hanya Yanagihara’s “A Little Life,” and Saint Laurent, with its new Parisian bookstore, highlight the intersection of literature and fashion. These endeavors elevate fashion beyond mere aesthetics, transforming it into a vehicle for intellectual and cultural exploration.
Ultimately, the spelling of fashion reflects a broader cultural conversation about access, knowledge, and belonging. While mastering the industry’s lexicon can unlock entry into its exclusive circles, brands like AVAVAV and MSCHF are challenging these norms, democratizing fashion and making it more accessible to all. Whether through playful campaigns or subversive spellings, the language of fashion continues to evolve, reflecting the ever-changing dynamics of style and culture.
