Companies have always used models’ images to sell products. Now, they use their names, too. But it’s not just high fashion that gives an insider's wink to its models and muses (think Marc and the Stam). Now mass brands are calling their favorite items "The Gemma", proving the concept of a stylish namesake has trickled down to bigger labels. While Jill Stuart and Ralph Lauren bring us a Gemma bag and a Gemma shoe, so do LK Bennett and Stride Rite. If you love fashion enough to spend several hundred dollars on a bag or shoe, chances are you know why it's called "The Gemma" - or "The Raquel" or "The Freja." But in the case of Banana Republic, Juicy, and Rocket Dog - all with "Gemma" items - we have to wonder: Does their target customer even know Gemma’s last name? --NATALIE MATTHEWS
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