If Fashion Brands Went to High School II

Welcome back to the fashion high school. This time, we’re meeting the ones who bend the dress code and still make the honor roll.

Ralph Lauren is the senior who was already rich in kindergarten. Drove to school in a vintage Mercedes. Summers in the Hamptons. Polos in every color. Could be unbearable but isn’t. He plays polo, but also knows your dog’s name. Because when you’ve always had it, you don’t need to shout.

Jacquemus is your golden retriever. He just got back from summer break. Tan, linen shirt unbuttoned, fig-scented cologne in the air. Grainy film photos on his feed. Understands aesthetic like it’s a first language. Laughs too loud, brings wine to lunch. Teachers roll their eyes then give him an A. He throws the best picnic. You want to hate him, but he’s too charming to resist. He’s the only boy who could turn a fruit basket into foreplay.

Moschino is the class clown who always gets away with it. He shows up in a Halloween costume. In April. Wears a tuxedo T-shirt to picture day. Carries a lunchbox instead of a backpack. Teachers roll their eyes, but secretly wait to see what he’ll pull next.
He breaks the rules, bends the dress code, and somehow turns chaos into couture. He’s camp with a brain. The joke’s never on him.
He might not take himself seriously but don’t confuse that with not knowing exactly what he’s doing.

Versace is the class flirt in gold heels and sequins. Wild Curls. Wild opinions. She owns the playlist and the hallway. She’s too busy dancing to care what anyone thinks. She’s bold and a little messy, but always unforgettable. Best friends with Cavalli, of course. They arrive late. Always overdressed. Never sorry.

Here’s the thing: when you look at all these brand personalities side by side, you can’t really say who’s cool and who’s not. Some are loud. Some barely speak. Some show up in sequins, others in quiet cashmere. But each of them has something, a presence, a point of view, a story that resonates.

That’s what makes them iconic.

So no, there’s no single definition of cool. If what you’re wearing feels right, if it reflects who you are, or who you’re becoming, that’s cool. That’s style. That’s a story in motion.

And for brands, that’s the lesson. The ones that stay relevant aren’t the ones trying to be everything to everyone. They’re the ones who know exactly who they are and speak to it clearly, consistently, confidently. Not just in what they sell, but in how they make people feel.

That’s what builds connection. That’s what builds legacy.