On Gucci’s latest accessories the famous double-G snaffle has given way to a subliminal print

On Gucci’s latest accessories, the famous double-G snaffle has given way to a subliminal print. “And look at the new Chanel collection,” says anti-label stylist Angela Stephens “It’s so minimalist. Lagerfeld’s moved completely away from all that double-C logo on buttons stuff.” Even Nike has honed down its label to a barely visible “swoosh.”The explanation lies in the success of designer diffusion ranges, which through over-zealous advertising and selling, have made their logos too available to be coveted. cK and DKNY, the diffusion ranges from Calvin Klein and Donna Karan, advertise on Adshels from John O’Groats to Land’s End.

Tommy Hilfiger’s invasion of Britain makes the triffids look reticent, you can buy DKNY footwear in high-street chain stores, and cK plugs its perfume on bus tickets. “Even my mum wears the T-shirt,” says Julie, a shop assistant at Choice in Essex. And who wants to wear the same clothes as their mum?With designers heading north to Manchester, Liverpool and Leeds, there are few places left untouched by the diffusion invasion. Flannels in Manchester has sold out of D&G vests and Armani jeans, and at Wade Smith in Liverpool, 13-year-old customers snap up Patrick Cox’s Wannabe loafers, Versace jeans and D&G vests inspired by their logo-wearing heroines, the Spice Girls.The only answer is to avoid labels altogether. Kira Jolliffe, editor of hot new fashion magazine Cheap Date, advocates thrift-shopping “Its super-naff now to be into labels.

Intelligent dressing is far more attractive.” Especially when the label in question is the sartorial equivalent of the Big Mac Someone tell Calvin.. Main Claim: The Royal Rebel, 31st in line to the throne, and Princess Alexandra’s daughter. Yes, yet another minor royalette who is forever crashing into the House of Windsor soap opera as an irritating extra we want cut from the series. Latest plotline is the arrest of her husband, photographer Paul Mowatt, for an alleged attack. After a night in the cells, Paul was released when Marina refused to press charges. Appearance: Cherie Booth meets Stella Tennant on a particularly bad day.