In the modern era the media has a major role in socialising people and has bought great changes in the society. Positive changes that one can observe are political awareness, attention towards education, women rights, prompt attitudes towards democracy and many more. The negative aspects are many; however, one of the most common one nowadays is the obsession with branded attire. Unfortunately, it hasn’t been confined to the popular personalities, but it has also trickled to the public as well and has made the people “brand freaks.” In this day and age, the complex of leaving others behind in wearing the most expensive brand is ridiculously on the rise. We have moved past from the phase of “you look nice in that dress” to “your dress is nice.” The problem is that brands are being associated with social status and recognition, the higher popularity and price, the better. People indulge in the comparisons with their peers on the basis of brands and leads to a never ending race. Many brand freaks have confessed that it gives them a sense superiority and confidence. People belonging from the middle class, who can’t purchase these high end fashionable brands with ease, would save for months just to add that logo in their wardrobe. Just for the sake of being accepted in the group of elites, many would even buy some fake articles; trying to portray false image of their identity. We need to understand that the preferences of the society should not affect one’s identity to the extent that one forgets their own personal preferences and economic status Many wealthy and noble people can afford any brand for their flashy appearance but they rather let their actions and personality do the talking, rather than their Gucci, Prada or Versace. The picture below contains one of the richest and most popular men, Steve Job and Bill Gates who possess great minds and abilities and not even a single logo of any brand is in sight. They do not need brands to depict their identity, talents and abilities. Wearing brands has assumed great importance, but the question arises that are they really necessary? Both the branded and regular clothing serve the same task, then why is there the obvious discrimination. The problem is not of possessing branded stuff, it is never wrong to buy or own a wardrobe with branded clothes. If this were to stop then the fashion industry would be crippled and designers would be jobless. It is the shift of values that is coming along. This trend is cultivating a strange and cruel social pattern in our society where the value of a person is measured by how expensive and the renowned logo he/she is wearing. An obsession of having branded articles is an addiction which has become a necessity of lives of individuals under discussion. The youth and our peers need to understand that the preferences of the society should not affect one’s identity to the extent that one forgets their own personal preferences and economic status. These materials do not define you; it is our character, values, abilities and confidence. Carry anything with confidence and with your own style and will have its own charisma. We need to learn to appreciate beauty and quality rather than being brand freaks. Published in Daily Times, July 24th 2018.