As fashion trends are changing so quickly they make heads spin, students who can’t keep up are stuck with the trends that hang around for more than just a couple of weeks. Luxury brands like Gucci, Tommy Hilfiger and Calvin Klein are creeping onto campuses, like University of Miami, more and more. The newest trend is having something simple to wear, like a t-shirt, with a luxury brand name across the front. So, why the sudden obsession with brand names?

Well, obsession with brand names isn’t new at all, actually. People made sure to buy hoodies with “Hollister” written clearly on them back in high school. What’s new is the craving to have high-end brands displayed for all to see as you walk across campus. This trend isn’t about quality, but proving you’re interested in fashion enough to even know whom Calvin Klein is. It begs people to wonder how much money you have when you strut around tailgates in your white Gucci tennis shoes.

Taking it a step further, Greek organizations at UM have started creating dupes of luxury shirts for their own use, putting their letters on white and red blocks of the Tommy Hilfiger logo, as well as others, to put their own spin on the design. In another light, this captures the desire for style over fit, yet again. Students aren’t even paying for the claimed higher quality material at that point, but just want to be part of the luxury fashion crowd that is taking over UM.

A t-shirt is a t-shirt, no matter what the price, but for students who already pay private-level school tuition, price is irrelevant. Whether it’s real or faux, the luxury trend will continue to rise until people start to realize that Gucci or not, your tennis shoes are going to be ruined at a tailgate either way.

words_joey_haas.