Soni’s best problem was to avoid a stereotypical gay character, as a substitute subtly expressing his sexuality in his persona and relationships with the movie’s other characters. But that began to alter in the late 1990s, as purchasing became a form of entertainment and discretionary spending on clothes increased. Enter fast fashion—cheap, fashionable knock-off clothes, mass-produced at low value, that allowed customers to really feel as if they have been wearing the same styles that “walked the runway” or were sported by a sexy entertainer. Placement opportunities embody small, boutique-style companies, high-street and designer retailers, fashion media or PR companies…