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In No Logo, Naomi Klein states: "It is not to sponsor culture but to be the culture", referring to world-famous brands that started approaching new and experimental marketing techniques. Yet, as early as 1974, Pierre Bourdieu argued that the discourse on haute couture was already a discourse on haute culture, undoing the exquisitely philosophical prejudice that collocated fashion among small and frivolous things, unworthy of observation. This paper returns to this question through investigatingdoi:10.6092/issn.2611-0563/14889 fatcat:lvugpfcrpnbw3agd6t5fc4i6xy