Playing Down Tosh

The way fashion is now, you go either very cheap or very expensive, and when you go expensive, you don't want it to be mistaken for anything less... (Givenchy's wool jacket is a case in point... it may as well be a banner which spells out, 'I'm expensive')... I have friends planning camping holidays in Dorset for summer, these are the same people who will spend Christmas in St. Barths. We're all either playing down or going high end'.
(Vogue, October 2007, p. 188.)

Yah. 'Cause, like, when we summer in Dorset it's soooo an ironic statement about how rich we are. Nothing says 'playing it down' more than a staycation.