So Yesterday (novel)

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So Yesterday is a novel by Scott Westerfeld. First published: 2005

Hunter is not an "Innovator". He doesn't create the fashion. He just finds it.

He works with an elite group, designed to find creativity and sell it. When he makes the mistake of making friends with an Innovator he meets (and proceeds to intend to rip off), he stumbles into trouble. His boss, Mandy, has seemingly been kidnapped. There is a new wave of shoes ready to hit the market. But are they an anti-logo brand, or "the client" trying to reign in profit by seeming to market against itself? And are they tied to the group of people that are behind Mandy's kidnapping? What about the false advertising and drunken parties designed to get blackmail evidence on the wealthy population? Popular brands and advertising campaigns are used, rarely being named. Set in the hottest parts of New York, the storyline is interwoven with technical jargon and sly satire.