The Conspicuous Consumption of the Burberry Check Print by Charlotte Slark
This article is part of the publication ‘Sooner, or Later’. 
My essay was about the relationship between the luxury brand Burberry and the group of people known as chavs. The chav was a uniquely British phenomenon which became synonymous with the Burberry check pattern in the early 2000s. The figure of the chav was demonized by the press and became a stereotypical representation of everything that was considered wrong with the working classes at the time. This negative association had an equally negative effect on Burberry’s sales and reputation. One of the main themes of my essay was conspicuous consumption, particularly the ways that people choose to present their social status through dress. I wanted my piece to be representative of this and therefore decided to give people a choice of two colourways when assembling their very own symbol of conspicuous consumption.