Fashion people think that the careful Nice companies are boring beyond measure. (Nice people think fashionistas look silly and should Get A Life).

Advertising has always been a huge unrecognised source of outdoor relief for the arts.

In the 1940s, cigarettes would be shown in classy situations, endorsed by celebrities - real A-list Hollywood stars in America - the ads would make claims about tobacco quality or manufacturing science and, bizarrely, some brands had what almost amounted to health claims.

Eponymous brands aren't that popular with analysts and investors now. You can only take an eponymous brand with a living figurehead so far, they argue. What happens when they grow old and die? What happens when they misbehave and go seriously off-brand?

I often find myself worrying about celebrities. It's an entirely caring thing; it's not like the people who commission those photographs with cruel arrows to go on the covers of the celebrity magazines. The photographs show botched plastic surgery, raging eczema, weight gain and horrible clothes for maximum schadenfreude.

When I hear about something allegedly happening in the world I always ask: who is doing it? Trends break out because they're based on real demographics, like there being fewer nuclear families or more people living alone. If 10 people in Shoreditch are doing it, it's a 10-minute fad.

By the 1980s, practically no one under 60 in the real civilian world wore hats for anything except weddings, funerals or Ascot. Hats had been in competition with hair, and hair had won. Thirty years before that, Brits of all classes and ages wore hats all the time.