“What happened to you two?!”

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Maybe someone who is more familiar with fashion brand advertisement can enlighten me (I know nothing):

- Why does Harry wear Gucci so exclusively now, where he used to wear Saint Laurent– how does one characterize this relationship?

- Is this the same relationship that Liam has?

- It’s a different relationship than formally collaborating with a label, like Zayn with Versace, Gigi with Tommy Hilfiger?

- Louis’s SM likes of Highsnobiety, “an online publication covering forthcoming trends and news in fashion, art, music, and culture, all on one platform,” seems to coincide with many of the brands featured on the site, including Gosha Rubchinskiy, which he has been posting for the past few days.

Rubchinskiy seems to scour for, and recruit, SM stars for his PR. On the one hand, it’s cool to think that Louis is at the forefront of a hip and viral slice of pop culture, especially in regards to street fashion, as it targets the same demographic as his music. It’s cool to think that Louis Tomlinson is recognized by so many of the 18-24 demographic that he is a relevant brand ambassador.

Pop culture is synergistic– the fashion, the art, and the music. They bring attention to each other.

On the other hand, Louis’s primary affiliation should be with music. I appreciate the clothes– but without any new music, all this attention on clothes seems to put the cart before the horse. A brooding model without creative bragging rights feels rather empty.

“Stop! Can’t you see you’re hurting her?”

“I never thought I’d see you again.”