Clothes Don’t Fit

I previously wrote an article about the blackface incidents circulating the news. Gucci, the luxury fashion brand; however, deserves additional dialogue for their attempt to sell a blackface sweater.

Let’s be clear, all acts of blackface are egregious and the usual cockamamie excuses for them are equaling as insulting, but the Gucci incident is more costly than the overpriced sweater they tried to sell. 

Simply put, Gucci and most luxury brands, whether it be alcohol, cars, watches, or apparel, have largely become household names due to one group of people… hip hop artists. 

You and I both will never check the time on our Rolex watch flooded with diamonds while jumping into a Maybach in Prada flip flops… spoiler alert… neither will most rappers. Those braggadocious lyrics may not mean much; however, their effect has left an imprint on an entire culture. 

That culture being people fixated on luxurious brands… brands that have put forth little to no effort or appreciation for some of the people buying their products. By people, I mean Black people. 

From Prada to Gucci you rarely find Black models in their ads. They host virtually no community engagements or services at all. Their company is composed primarily of well to do White people and their stores rarely have Black employees. 

I get why the lopsided relationship exists between luxury brands and Black people.

Spoiler alert, they don’t want us buying and promoting their brands!

Remember when Tommy Hilfiger said, “I wish the rappers didn’t wear my stuff?” He received major backlash and immediately Black people stopped wearing Tommy Hilfiger. Tommy Hilfiger was actually saying what most designers were thinking. 

So why do Black folks in particular still buy brands that make every effort to show they have no interest in them or even their dollars???

Well… 

The American economy is a consumer based economy, and the supporting culture is materialism. Black people in this nation have been ostracized from housing loans to draconian drug laws. And if there’s one aspect of American culture where Black people feel like they can briefly escape these oppressions, it’s through fashion, buying the most expensive items… flossing as they say, or at least it seems. 

Whether it’s a new Benz, a very expensive handbag, or the latest designer shoes, such products immediately grant American consumers the attention and praise they crave, for whatever reason… regardless of their race.

Lastly, many luxury fashion brands have no interest in the inclusion of Black people, which is evident by their repeated blunders and cultural mishaps. Yet, many Black people continue to spend their hard earned money on these brands. It’s like the clothes don’t fit, but we continue to try them on in hopes of breaking them in one day.  

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