We all know that Gen Y is the most cynical generation on earth when it comes to marketing and advertising. They hate being ‘sold’ to and expect so much more from a brand than just the product.

This cynicism has spawned an amusing trend  where cool young things – we’ve dubbed them Brand Whores  – are appropriating corporate logos and turning them into ironic fashion symbols. From McDonalds to KFC, Brand Whores are poking fun at brands and our rampant consumerist culture.

Not that the brands mind, we presume. Any opportunity to have their logos splashed about – irony, or no irony – is a chance to market. - Laura Demasi