Fifteen years ago, when I was in high school, I remember flipping through the pages of Teen Vogue and marveling at glossy Ralph Lauren, Tommy Hilfiger, and Calvin Klein spreads. These brands each still represented distinct styles: Ralph Lauren portrayed fresh-faced girls with bouncy ponytails wearing tennis skirts and polo shirts, while Calvin Klein was edgier, with black-and-white photos of skinny models wearing nothing more than jeans and a tank top (if that). Depending on whether I was in an optimistic or angst-ridden phase, I’d gravitate toward one aesthetic or the other.

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https://www.fastcompany.com/3063228/inside-the-tjmaxx-ification-of-major-american-luxury-brands

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