There is something to be said about hype: namely that it is often little more than just that - shameless promotion and extensive publicity. Often it kills an item to death. No matter how gorgeously perfect something might be if you've seen it a gazillion times in every Grazia, Vogue, and blog then it starts to lose it's appeal. There is something to be said for playing hard to get and I'd argue, for example, that the Alexa should have possibly put in a bit more effort on that front. But then, every once in a while, a little gem comes along that rises above it all. When I went by My-Wardrobe today I expected to not be impressed by the 745.00 GBP worth of shearling infused Helmut Lang glory. After all, it's just a gilet and it doesn't even have sleeves. But once I slipped it on and pulled the hood up over my desire-infused-light-headed self... everything turned into a blur and I was instantly won over by the power of the Lang.