At one point in time, luxury brands could just make a name for themselves by offering fabrics or colours that no one else could. However, with globalisation, imports have become easier, and with the rise of fast fashion, there is practically nothing that a buyer of any economic range could not get their hands on.
So now, luxury brands can no longer get by on a high price point, as whatever they are offering, chances are that someone is already selling it at a lower price range.
Also, the whole hype of just a brand’s name, anything to boast about, in fact, high society is actively moving away from known brand names, considering them too mainstream and not exclusive enough. In all this, the only thing that luxury brands can now offer is an experience so exclusive that no one else can get their hands on it.
This could be what makes the custom-made jackets from this luxury brand the talk of the town these days.
What Is This Brand?
The brand in question is the American luxury label ‘Bode’ and its famed Senior Cord jackets. What makes this garment so highly coveted is the hyper-customisation that occurs only after a person fills out a detailed personal questionnaire about their life, which is completed after purchase.
The New York-based brand was founded in 2016 by Emily Adams Bode Aujla, who is married to Indian-American interior and furniture designer Aaron Singh Aujla.
Since its launch in 2016, the clothing brand has drawn global admiration for its commitment to using vintage textiles, quilted heirlooms, and one-of-a-kind embellishments.
What makes Bode resonate with luxury buyers is its alignment with slow fashion and personal legacy, with the brand emphasising hand-embroidery, memory, and cultural preservation.
One of their most buzzworthy products is the Senior Cord jacket, which sells for $2,100 (approx. ₹1.8 lakh). One might think that the price tag, in luxury circles, is nothing big, considering how items from some other brands can go to the extent of crores.
However, these jackets being custom-made to each person specifically, with the buyer filling out an extensive questionnaire about their life, hobbies, and more, is what makes them stand out.
This collection was launched in 2018, according to a Vogue report. And the inspiration for them comes from a 20th-century college tradition from Purdue University in the U.S, where “seniors illustrated their corduroys with personal motifs,” as mentioned on their site.
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Similar to how graduating students from schools in India would write messages, make funny doodles, and more on each other’s school uniform shirts on the last day of school, as a memento.
According to Bode, this gives customers “a snapshot of life… a time capsule that hangs in your wardrobe”.
Bode, explaining what all is required from customers, said, “We get quite specific. We ask them to send us a family photograph or objects from their homes.” She added, “It could be a postcard they loved from a museum. A stamp within their grandfather’s passport. Sometimes we’ll use a family crest.”
The jackets got mainstream attention when English singer, songwriter, and actor Harry Styles wore custom pants from the brand for his Vogue cover feature in 2020.
As per a Business Insider report, when Mac Bass, a 32-year-old copywriter and content creator, bought the custom jacket, the brand “emailed him an extensive questionnaire about his hobbies, favorite movies, lucky numbers, family, and more.”
Bass said, “You can do a 30-minute interview [with Bode] to go over everything if you want. But I thought that having the time to process it myself would be better. It took me two hours.”
Based on these answers, Bode’s artists decide which elements to include in the hand-painted illustrations on the jacket. Of course, not everything that is submitted will be incorporated.
A vintage shop owner, Chandler Lesesne West, whose husband got this jacket for their wedding, told Business Insider that “It’s going to be such a cool statement piece in both of our wardrobes, and it’s going to become a family heirloom.”
Image Credits: Google Images
Sources: Business Insider, The New York Times, Financial Times
Find the blogger: @chirali_08
This post is tagged under: Luxury, Luxury brand, Luxury brand bode, Luxury brand requirement, bode, bode viral jacket, Bode custom corduroy jacket, Bode senior cord
Disclaimer: We do not hold any rights or copyright over any of the images used; these have been taken from Google. In case of credits or removal, the owner may kindly email us.
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