Tyra’s Label Mania

In class last week our group chose to take a more open discussion based approach to our presentation. In challenging the classes opinions on we revealed a certain influence branding has on society as whole. Though our presentations were chuck full of videos we didn’t get a chance to show you a Tyra clip that was pertinent to our conversations. Here a young woman professes her obsession with designer labels and her hate for the impersonations. Though this clip is not the full episode you still get an idea of what is going on:


We know that none of you are that extreme about designer labels, but one would have to question how could a brand evoke so much emotion? One thing we mentioned in our discussion was the power of a brand. In lecture Mimi brings forward a strong quote about power from the Zane “Reflections on a Yellow Eye” reading that is worth some revisiting:

 “power both inscribes and prescribes the body as it is inflected by the histories and dynamics of power relations, to reflect the positioning strategies of who sets the norm”

Seeing this video and reflecting on the other videos we showed in class (CNN cosmetic eye surgery, Sex in the City, Kanye West: It all Fall Down) is there a power in a brand and who can manipulate it? Should we challenge these manipulations and thus this power?

One thing I noticed in class was a stream of personal experience with brands and how these brands do have power in the industry: but no one seemed to be strongly against it…

Other Questions to consider:

How does the ownership of an authentic item change how you feel about yourself? Does it challenge your perceptions of others?

In what way do we define beauty for ourselves? v.s. How is beauty defined for us?


Video Sources

CNN cosmetic eye surgery: http://www.youtube.com/watch?v=OWOUyFOYR2E

Sex in the City: http://www.youtube.com/watch?v=rUVgcCB_SwA

Kanye West-It all Fall Down: http://www.youtube.com/watch?v=8kyWDhB_QeI


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