reitoei

Tommy Hilfiger does it every time, though she'd thought she was safe now. They'd said he peaked, in New York. Like Benetton, the name would be around, but the real poison, for her, would have been drawn. It's something to do with context, here, with not expecting it in London. When it starts, it's pure reaction, like biting down hard on a piece of foil.

A glance to the right and the avalanche lets go. A mountainside of Tommy coming down in her head.

My God, don't they know? This stuff is simulacra of simulacra of simulacra. A diluted tincture of Ralph Lauren, who had himself diluted the glory days of Brooks Brothers, who themselves had stepped on the product of Jermyn Street and Savile Row, flavoring their ready-to-wear with liberal lashings of polo knit and regimental stripes. But Tommy surely is the null point, the black hole. There must be some Tommy Hilfiger event horizon, beyond which it is impossible to be more derivative, more removed from the source, more devoid of soul. Or so she hopes, and doesn't know, but suspects in her heart that this in fact is what accounts for his long ubiquity.

She needs out of this logo-maze, desperately. But the escalator to the street will dump her back into Knightsbridge, seemingly somehow now more of the same, and she remembers that the street runs down, and always her energy with it, to Sloane Square, another nexus of whatever she suffers these reactions to. Laura Ashley, down there, and that can get ugly.

-William Gibson
Pattern Recognition, Chapter 3