# 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.
       
 (IMG) 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
       
 (DIR) [1] http://https://www.instagram.com/p/BP2V_yLFtaO/
 (DIR) [2] http://https://www.instagram.com/p/BP2V_yLFtaO/
       
       ## AUTOREN
       
 (DIR) April Lamm
       
       ## TAGS
       
 (DIR) Aldi
 (DIR) Ikea
 (DIR) taz international
 (DIR) Mode
 (DIR) Fashion
 (DIR) taz international
 (DIR) Fashion
       
       ## ARTIKEL ZUM THEMA
       
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 (DIR) Dernier cri of autumn/winter season 2017: The right shoe on the left foot
       
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