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the moment when a luxury or fashion brand begins an irreparable decline into mass market obscurity and irrelevance.

often precipitated by introducing a lower-level line or announcing a collaboration with a non-prestige brand.

similar to the phrase jump the shark, but goes beyond merely assessing quality & creativity of the product; cultural relevance and loss of respect by the cultural elite are important elements as well. applies exclusively to luxury brands.
the H&M capsule collection was bad enough, but when they heard about the collaboration with UGG, the fashionistas knew Jimmy Choo had jumped the pig.
by rational narcissist March 15, 2010