Anonymity in high fashion parallels the maker movement
This week's NYT's article "A New Generation of Designers chooses Anonymity" the preference among some young fashion designers to forgo use of their personal names in their lines. Rather, the trend to remain somewhat behind-the-scenes with brand names that obscure their identity, has become a mark of up-and-coming lines.
The article cites the designers of Tome, Ryan Lobo and Ramon Martin, who "didn't feel right" using their names within their label, instead opting to embark on a thoughtful and collaborative process to arrive at a name that would appropriately reflect the spirit of their creations. Designer Giovanna Randall of Honor, more directly communicated the importance of coming up with a name that reflects her brand's values, the "fair treatment of the skilled artisans who create" her line, which is made in New York City.
This concept of letting the brand's values stand alongside its look in the world of high fashion certainly could parallel the "maker" world. Developing a small shop business with products and price points that reflect the individualism of the creator and the quality of personalized, small-run production, requires a thoughtfulness and dedication to a craft over the perception of egoism of an eponymous and larger-scale line. Indeed, the popularity among segments of consumers to buy local and from small shops, as exemplified by the growth of sites like Etsy and the proliferation of artisan markets, is something to consider.