Want Big Glamour? Get a Big Sponsor

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Want Big Glamour? Get a Big Sponsor

Since when did Koreans become so excited about parties? It looks like they are partying more -- and in a very fancy, star-studded way. Every fashion magazine I pick up has spreads of party photos. Almost everyone is dressed in outfits loaned by fashion designers, and everyone is sipping free drinks from sponsors. Tickets are often available through either too-expensive-to-ask-if-you're-not-a-star or if-you-know-me-you'll-get-in arrangements.

A few days ago, a Mr. Big Hairdresser asked me, "How come you weren't there at the Real Big Fashion Brand Name party?" I shrugged it off. I simply hadn't known about it. Later, I heard that not only had Mr. Big Hairdresser been there; he had won a "best dresser's" award. I saw a photo of him flashing the watch he had won. A promotion right there.

Today I got a call inviting me to an upcoming fashion party. The promoter said, "All the Big Fashion Stars will there. It's a Big Mag, you know."

I wish for a fashion world that is elegant, glamorous, stylish -- and sponsor-free.

inescho@joongang.co.kr
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