A classic is forever. When a garment or an accessory is called with the name of a brand instead of its own, is a sign that that brand has become a part of the history of fashion. The first cases are from the 70s, when even a fabric replaced the word “coat”: the “loden”. And Ray-Ban, that replaced the word sunglasses: “I’ve bought a pair of Ray-Ban”. From then on it has been a sequence of icon-brands like K-Way, Levi’s. It was “I’d like to buy a Lacoste” instead of “I’d like to buy a polo shirt”. Later, the same fate for the trench/Burberry and, in the 80s, “I’ve choosen an Armani”. These and many others, are griffes that, if not in the classic dictionary, could surely be included in a thesaurus.
Alessandro Calascibetta has been active in fashion since the late 80s. He started off his career at L'Uomo Vogue, after that with Mondo Uomo. Afterward, he became Fashion Director at Harper's Bazaar Uomo, and in 2000 founded Uomo which he directed until 2003. Following that, he started collaborating with Rizzoli. Since january 2015 he is the Editor in Chief of Style Magazine, and still remains as Man Fashion Director for Io Donna and Sette.