On a personal and collective level, wearing a brand, whether fake or real, gives one a sense of victory, security and welfare, as if a connection to the western world is a close possibility. The sense of defeat, oppression, wretchedness and despair are replaced by the promise of beauty and freedom; a feeling of hope that all is possible.
The presence of brands in the Arab world rebrands the brand itself such that it replaces the false promises of the western world and turns it into a promise of attainable utopia, specifically in the Arab Muslim world. The rebranding diverts the consumer's gaze from the promise of beauty, of passion, to a promise of freedom in a closed radical world.