“I hate Gucci,' said Francis.
'Do you?' said Henry, glancing up from his reverie. 'Really? I think it's rather grand.'
'Well, it's so expensive, but it's so ugly too, isn't it? I think they make it ugly on purpose. And yet people buy it out of sheer perversity.'
'I don't see what you think is grand about that.'
'Anything is grand if it's done on a large enough scale,' said Henry.”
From The Secret History by Donna Tartt