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In today’s time, marketing has become such a trick that if done properly, even useless things can be sold at a good price. An example of this is going viral on social media in the form of a burnt shirt.
Shirt with burn marks from hot iron is being sold for lakhs (Image- File photo)
Nowadays anything has become possible in the world of luxury fashion. While the common man throws away his shirt when it gets burnt while ironing at home, the rich class consider the things as ‘art’ or ‘statement piece’ and are ready to pay lakhs of rupees.
The latest example of this is the new release from Swiss-French luxury brand Vetements – White Ironing Burn Graphic Shirt. This white oversized shirt has a graphic print of iron burn marks near the chest pocket, which looks exactly like a real burn. But this is not a mistake, rather it has been deliberately designed. Your eyes will burst after hearing its price.
The new fashion statement of the rich
The price of this shirt is $1,139, i.e. around Rs 1 lakh to Rs 1.03 lakh in Indian rupees. This shirt has gone viral on social media. People are writing in the comments – “I make this at home for free every day”, “Throwable shirts are being sold for Rs 1 lakh”, “There is a joke going on in luxury fashion”. Some users are jokingly saying that now keep the old burnt shirts at home, maybe some brand will buy them too!
New marketing trick
The Vetements brand is already famous for such unique and provocative designs. This brand is a master of ‘ironic luxury’. Earlier also he had converted trash bags into handbags and sold them for lakhs, and had presented torn jeans in high fashion. Similarly, this Iron Burn design is also part of the ‘distressed’ or old/worn look. This trend has been going on in the fashion industry for decades – where imperfections are celebrated instead of perfection.
choice of the rich rich
Rich people buy such pieces because it becomes a symbol of their status – “I’m so rich that I can spend millions on something that looks deliberately ‘bad’”. If we look at the features of this shirt, it is made of cotton, has a pointed collar, oversized fit and has a button closure in the front. But the real feature is the printed burn mark, which is so realistic that at first glance it seems that the shirt has actually been burnt. The brand calls it ‘graphic print’, which makes a statement in the language of fashion. This is an amazing trick from a marketing point of view – a simple white shirt was created a buzz with such a design that the whole world is talking about. Many people are calling it creative. He argues that fashion is not just clothes but an idea or message. But most of the common people are considering it overpriced and nonsense.
About the Author
I am working as a senior sub editor in News 18. The aim of the regional section is to introduce you to the events happening in the states which are being liked on social media. So that you don’t miss any viral content.