Fashion novice Alex Riley dives into the world of clothing superbrands to find out how these billion dollar global organisations have invaded our wardrobes and our minds.

Fashion novice Alex Riley dives into the world of clothing superbrands to find out how these billion dollar global organisations have invaded our wardrobes and our minds. When he discovers that designer handbags are so desirable that some women will pay 100 pounds a month just to rent one, he's determined to have their heads examined to find out why.