You can feel it in the audience, which has a decidedly downtown, indie-music vibe, and you can see it in the clothes.

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Sponsorship can lead to musicians wearing a company's clothes and naming songs after it: Rascall Flatts, a country music band, has done both for American Living, a label carried by JCPenney.

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It has not ventured into Italy or Spain, it is only now entering France (it opened its first store there in Paris on February 25th), it has a few shops in Britain, and in Germany its share of the clothes business is negligible.

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Mrs Warren has spent up to 23 hours a day wearing the mask and said it had "almost become part of my clothes" and that saying goodbye to it was "almost like saying goodbye to a friend".

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