These brands made students’ hearts beat fast—and long for their first adult paycheck. "Haute couture! Galliano, Dior, you name it, I'd love to be in it," remarks Neasa Coll, a Harvard sophmore. "Walking into classes, you can see any style of Louis Vuitton, Prada and Gucci," adds a student at the University of Wisconsin. "You think, ‘Why do these kids wear this?’ But I wear it, too." Punctuation says it all: "Burberry," purred several students, putting it in all caps and underlining it. "Gucci" and "Versace" jumped with added exclamation points. A few savvy students fingered Missoni, D-Squared, Martin Margiela and Comme des Garçons as their coveted labels. Even while students listed purchases of $400 Prada bags, there was still a basic pragmatism. Spelman College grad Subira Shaw listed Juicy Couture on her wish list but noted, "$160 for a track suit?" Casey Powers, a sophomore at University of Southern California, reasons, "Why spend $200 on a shirt?" And though Lindsey McGrew, a senior at Ole Miss, says she’d "kill for a pair of Jimmy Choo’s." She then demonstrated the versatility of this cross-shopping demographic. Mossimo from Target is "cheap, but great," she adds.

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