, Columnist
Vernacular Branding Scores Big by Aiming Low
From sneakers and supermarkets to pop stars and politicians, billion-dollar brands are subverting professional polish to claim a fake authenticity.
Sources (clockwise from top left): Twitter; Trump campaign; Sweetgreen; Vogue; GAP; Jason Alden/Bloomberg
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Earlier this summer, two fashion drops illuminated the curious power of the authentically amateur vernacular.