Wealfies & Fake Brand Names

Curated by CLAI

WEALFIES: Wealfies are selfies taken in a luxury context that confirm one has money, status and social currency. The paradigmatic wealfie is the image you take of yourself getting on or off a private jet, possibly on your way to New Year’s Eve in Morocco or Anguilla.

But to the extent that people so closely identify with the things that they buy and receive, the picture shot of the Hermès or Chanel or Prada gift “unboxed” and then posted on Instagram is another kind of wealfie. Of course, there are so many ways to broadcast status these days.

Read more: The Season of the Wealfie (NYTIMES)

Chrisdien Deny

Chrisdien Deny (Gilles Sabrie, NYTIMES)

FANCY BRANDS WITH FANCY GIBBERISH NAMES: Eager to glaze their products with the sheen of international sophistication, many homegrown retail brands have hit upon a similar formula: Choose a non-Chinese name that gives the impression of being foreign. Some Chinese appear loath to spend their disposable income on locally produced fashions.

  • Chrisdien Deny, a retail chain with more than 500 locations across China, sells belts, shoes and clothing with an “Italian style” — and a logo with the same font as Christian Dior’s.
  • Helen Keller, named for the deaf-blind American humanitarian, offers trendy sunglasses and classic spectacles at over 80 stores, with the motto “you see the world, the world sees you.”
  • Frognie Zila, a clothing brand sold in 120 stores in China, boasts that its “international” selection is “one of the first choices of successful politicians and businessmen” and features pictures on its website of the Leaning Tower of Pisa and Venetian canals.
  • Other apparel brands include Wanko, Hotwind, Scat, Orgee and Marisfrolg (the L is silent)and Biemlfdlkk.

Read more: Adidos and Hotwind? In China, Brands Adopt Names to Project Foreign Flair (NYTIMES)

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