It’s only shallow people who do not judge the world by appearances. The mystery of the world is the visible, not the invisible. --Oscar Wilde, The Picture of Dorian Gray
This quotation by one of the greatest writer and ’thinker’ of the twentieth century nicely illustrates the topic which is going to be discussed in this paper; the notions that underlie and has triggered the enormous international success and which at the same time threatens such popularity of Cheap Monday the Swedish fashion brand.
Cheap Monday had probably made its widest international depute on the 19th of September, 2007 when Serena van der Woodsen—portrayed by Blake Lively—was arriving at Grand Central station in the sitcom Gossip Girl,. However, the intention is not to discuss the warily chosen wardrobe of Serena’s character in the show, rather to draw upon the long journey Cheap Monday had made from being a brand fetishized by Swedish indies elevated to a global pop-phenomena. However, I believe the initial intention of the founding fathers Örjan Andersson, Adam Freeberg and Lasse Carlsson was something apart from the values that are to be associated with the previously mentioned soap-opera.
The tight denim—the initial product behind the brand Cheap Monday—premiered in 2004 on the shelves of the Weekend store specializing on second hand and designer pieces. The concept of the store was meant to cater designer leisure wear at affordable prices, yet there was a gap in the product line of jeans. Cheap Monday was created in order to fill this gap and at the same time fill a gap on the dimension of symbolism in relation to self formation by consumption Cheap Monday specialized on manufacturing tightly fitted jeans, but their sortiment had been broadened and today the worshippers are able to dress head to toe in CM by wearing shoes, shirts, jeans all carrying the same the renowned logo of the skull. The initial success of the brand was triggered by Adam’s and Örjan’s effort to...
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Elliott, R. & Wattanasuwan, K. 1998, "Brands as symbolic resources for the construction of identity", International Journal of Advertising, vol. 17, no. 2, pp. 131-144.
John Desmond (2003) Consuming Behaviour, Palvgrave Macmillan.
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