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# taz.de -- The soccer scarf invades high fashion: The ultimate anti-brand brand
> When Balenciaga does a soccer scarf advertising Aldi it brings a fresh
> breeze into the air de Paris, the air of the left with the wallet of the
> right.
Bild: Oi! Oi! The soccer scarf is back: Balenciaga A/W 2017
Soccer scarves are a very special item. But more than just advertise your
favorite team, they advertise politics, nation states, prejudice. Witness
Albania vs Serbia (Skenderbeu vs Partizan on november, 2nd) with Serbian
fans provocatively shouting “Kosovo is Serbia,“ and a drone carrying a
“Greater Albanian“ flag leading to complete stadium mayhem.
But when a fashion house like Vetements makes a soccer scarf brandishing
the Aldi pattern, it’s a different ball game altogether: or is it?
Vetements fans are fans of the ironic. Anyone who wears a Vetements Levi’s
jeans jacket is ready for the tackle, American football style. Witness the
giant IKEA blue shopping bag done up with the Balenciaga logo. In case you
don’t know, Demna Gvasalia is the designer of both houses. Sorry,
fashionistas, for stating the obvious.
But for the rest of you, let’s just say that Gvasalia has put his finger on
the Zeitgeist. He’s hot. Since his oversized humor hit the runways in the
spring of 2015. The high-heels on his boots are made of unicorn cigarette
lighters! Tell me that is not funny. But those same boots may cost you more
than a month of (Berlin) rent. A [1][Balenciaga soccer scarf], for
instance, will run you just shy of 500 euro. [2][]
So when Balenciaga does a soccer scarf advertising Aldi what’s going on? A
sort of anti-Chanel campaign? Sort of. It’s not that obvious. Aldi
advertising it is not. (No more so is the IKEA bag for Balenciaga
advertising for IKEA.)
It’s more along the lines of politics. Inviting a fresh breeze into the air
de Paris, the snobbery of fashion, the air of the left with the wallet of
the right. Vetements is the brand that made branding cool again. It’s the
ultimate anti-brand brand. With the added irony is that it is super
expensive. The ultimate show-offs wear it: I am so smart and I have money.
I couldn’t think of anything more zeitgeisty than that. Coco Channel has
been relegated to the sidelines. Vetements is the new team elite on the
field.
My prediction? The fan clubs of teams #metoo or #iamanimmigrant are growing
strong. Soccer scarves bearing those hashtags will be soon at a store near
you. Let’s just hope they don’t start throwing beer bottles at your head.
12 Nov 2017
## LINKS
[1] http://https://www.instagram.com/p/BP2V_yLFtaO/
[2] http://https://www.instagram.com/p/BP2V_yLFtaO/
## AUTOREN
April Lamm
## TAGS
Aldi
Ikea
taz international
Mode
Fashion
taz international
Fashion
## ARTIKEL ZUM THEMA
Luxus-Shirt für ganz viel Geld: Ist das Fashion oder kann das weg?
Das Luxuslabel Balenciaga hat ein neues T-Shirt kreiert. Es kostet 1.290
Dollar und sieht bescheiden aus. Für einen Lacher reicht das allemal.
Guilty Fashion: Call Me Captain Lycra
Like a moth to the flame, I am attracted to anything that shines, sequins,
vinyl, and any number of polymers.
Dernier cri of autumn/winter season 2017: The right shoe on the left foot
Learning from New York Fashion Week: Make Wrong Right Again.
The renaissance of socks: Hand-knitted by the Queen
Gucci socks at 190 euro, Alexander McQueen socks for 245 euro – the sock
inflation brought us socks for the 1%. Or actually, they're accessoires.
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