I was reading an interesting article in the JC Report today regarding brand names and the trend towards using obscurity rather than an obvious link to the designers name etc.
Designer Andrew Holden, of label 'Conference of Birds' explains this trend as "designers are getting interested in bringing more poetry to their labels. It's becoming less about ego. More and more, forward thinking designers are opting out of using their actual name." Other labels with similarly inspired brand names include Chronicles of Never and Silence is Golden.
This trend is a great move for brands in terms of public relations and marketing. It positions the brand in terms of art and creativity and gives the brand an edge that other brands do not posess. When marketing a fashion brand, it makes the job easier when the brand is original and creative.