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The masses aspire to designer products (or so we're told) and

therefore to make them desirable the secret is to produce just a

few.

But should these aspirations be used as a way of simply pandering to the

needs of the rich and famous, making them feel even more important and

feeding their already gorged egos?

Well, look no further than the Limited Edition Gold Card from American

Express for an ego-propping, self-indulgent scam.

Designed exclusively by Alexander McQueen, only 500 of the limited

edition are to be produced. It is not his designing ability I call into

question, but simply the format of the card.

So who are the lucky individuals who can now shop till they drop with a

credit card hand crafted with real gold leaf? Don't expect one to turn

up in your wallet unless you happen to be the likes of Kate Moss or

Bjork.

Only celebrities of this stature can confidently hope to strut around

Bond Street or Knightsbridge in the knowledge that their wallet contains

this prestigious status symbol.

American Express launched its first gold card in 1980 and it quickly

became the symbol of financial success to be flashed conveniently at

every opportunity, giving out the message to those in close proximity

that here stands someone with status and power. This was an image

reinforced time and time again by successive brand advertising

campaigns.

The original gold card, even if it was only gold in colour, became a

fashion accessory for all to aspire to. But why go to the extremes of

using real gold with McQueen's personal signature?

Design for design sake, if you ask me.