What People Do For Designer Labels

Last week I came accross a Washington Post article by Stephanie McCrummen titled, "Labels hide the lies of the ‘sapeur’ lifestyle" in it she exposes the importance placed on name brand clothing in Kinshasa, Congo. She accounts how men revere designer clothing, such as Gaultier, Cavali, Gucci, and so much more, to avoid the reality of their dire lives and environment. These fashion conscious males are referred to as ‘sapeurs,’ a French slang word used for clothes.

These men are making efforts to revitalize a movement that began in the late 1970s by the well known singer Papa Wemba, who defied the then president’s ban on Western clothing. They want to advocate the ‘art of wearing,’ hoping to renew optimism in this country torn apart by warfare and lack of resources. Those who don these enamored labels are often given celebrity status; turning wrecked side streets in to fantasized runways. One would think these garments are only purchased by wealthy Congolese, but in truth many receive them as gifts from relatives living abroad in Europe.

One sapeur, mentioned in the article, lives in a small cramp room under his father’s roof. His father lives on a meager $20 monthly pension. Another one lives in an apartment that has no electricity or indoor plumbing. Despite their lack of monetary wealth and the necessities mentioned above, it is apparent that sapeurs in Kinshasa, Congo measure success according to the labels they wear. They feel validated by the way they carry themselves when wearing designer garments.

I thought this article was interesting because the opposite situation is occuring here in the U.S. Due to the current economic down turn, those who can still afford to wear designer labels are being modest about their purchasing power, unlike the usually limited fund, flashy sapeurs. After reading this article, one should question how much value should be placed on fashion, given his or her economic environment.