Chanel is passé: the future is no-name

Gwen Stefani is wearing Abidas

The biggest celebrities across the globe seem to have succumbed to a new fad: the no-brand trend. Originally, the challenging economic situation in many Western countries has resulted in the rich and wealthy turning to products of lesser-known manufacturers or even fake brands such as ‘Lou Veeton’ or ‘Dulce & Cabana’. However, after being spotted by celebrity reporters, the new fad has been interpreted as a conscious fashion statement, inspiring millions of fans to follow this example.

This new trend has also not gone unnoticed in the fashion Olympus: several original brands, unwilling to lose their biggest customers, have already decided to re-brand themselves, trying to sound more fake and determined to apply more aggressive distribution tactics.

Brolls-Brois, for one, has announced its intention to employ Syrian and Sudanese refugees as sales agents. The organisation, which has always been known for its exemplary corporate social responsibility strategies, wants to help them gain a foothold away from their homes.

According to Coral Klagerfeld,

“understatements is so last decade. People with taste now want to show off no-name brands – it is a statement in itself: I call it an ‘unstatement'”.

The designer, avant-garde as always, has changed his name already several months ago in an effort to catch on to this next big thing.

As more and more people are turning to fake brands, also the fashion Mecca Paris has undergone a slight re-branding: it is now called Antalya, while Milan has been renamed to Sharm El-Sheikh. New York is slightly behind in search for its new spot-on identity, unable to choose between Guangzhou and Bangalore.

In the meantime, millions of Chinese, Russian and Indian fashionistas have acquired fame practically overnight, as they have been unknowingly following this trend for several years.