|"Fashion flies away, style remains. Mexx. Style is Timeless."|
The slogan is an eerily apt gloss on the way we talk about literary aesthetics now. What's the difference between a "fashion" ("Amygism"?) and a style ("period style"; "avant-garde")? "Fashion" is understood as, by definition, arbitrary and nonhistorical (that is, not consequential for history), even though recent modernist studies have paid a lot of attention to fashion (the clothing kind). Style, on the other hand, is something that influences what will come after, and therefore persists through history.
That's not, of course, to say that it's "timeless" (or, as the sign would have it, "Timeless"). For literary critics, style is historical; for Mexx, style transcends time and counteracts its force. Message: buy our clothes; you will never need to get rid of them because they transcend time.