…The American Dream

Telfar (American, founded 2005)  Telfar Clemens (American, born 1985)  “Large Shopping Bag” purse, 2020   Pink synthetic leather  Courtesy of private collection

Since its introduction in 2014, Telfar’s “Shopping Bag” has become a coveted item due to its affordable price point and the creative marketing strategies that have been used to promote it. The purse has a prominent logo embossed on each side, as well as a simple square design inspired by the department store Macy’s disposable shopping bag. It is available in three different sizes and over fifty colors. Due to high customer demand, the Shopping Bag has frequently sold out, prompting Telfar to launch a “bag security program,” which allows customers to pre-order any variation of the item with a guarantee that it will be made available for purchase. The program epitomizes the label’s catchphrase,“It’s not for you–it’s for everyone,” and has solidified Telfar’s cultural significance as a champion of affordable luxury available to all.

Juicy Couture (American, founded 1997) Pamela Skaist-Levy (American, born 1964) Gela Nash-Taylor (American, born 1953) Tracksuit, ca. 2020 Pink velour knit pile weave embroidered with clear crystals  Courtesy of private collection 

The earliest iteration of the Juicy Couture tracksuit was popularized in the 2000s by celebrities including Paris Hilton, Britney Spears, and Beyoncé Knowles. Founded by best friends Pamela Skaist-Levy and Gela Nash-Taylor in Pacoima, California, Juicy Couture did not invent the tracksuit, but instead introduced a version comprised of brightly colored velour bedazzled with crystals. This made for a tracksuit that was feminine and luxurious, prompting famous “it girls” and stylish teenagers of the period to pair it with coveted handbags and footwear, including multicolor monogram Louis Vuitton bags made in collaboration with artist Takashi Murakami and Ugg Boots or Havaianas flip–flops. Today, Juicy Couture’s tracksuit is an example of what is now referred to as Y2K fashion, a resurgence of turn-of-the-millenium styles characterized by bright colors, low-rise flared jeans, graphic tees, and bedazzled embellishments. The tracksuit’s surge in popularity during both periods has reflected perceptions of the so-called American Dream: while young women of the early 2000s could dress like their favorite celebrity without spending thousands of dollars, today’s fashionable Gen Z-er can achieve voguish status with a few clicks of a keyboard in an online purchase.  

Stanley (American, founded 1913)  William Stanley Jr. (American, 1858-1916) Thirst Quencher H2.0 FlowState Tumbler, 2019 Pink recycled stainless steel and clear reusable plastic  Courtesy of private collection

Launched in 2016, Stanley’s Thirst Quencher quickly gained popularity due to celebrity endorsements and viral placements on social media sites. In 2019, for example, TikTok user @danimarielettering shared a viral video of a car fire in which her Stanley Thirst Quencher was the only salvageable item from the damage. Since 2023, Stanley has initiated collaborations with high-profile individuals and projects, including soccer star Lionel Messi and the cast of the film Wicked. Stanley products have become as much of a fashion accessory as a handbag or pair of sunglasses, and their association with celebrities has endowed them with a rarified status that is nonetheless attainable by the everyday person.