There is nothing that we take for granted more than our
names. The syllables given to us at birth, as an initiation into society,
become the word with the most meaning, yet the one we think least about. A name
carries along with it your entire being, for all intents and purposes, and is
used to transmit the thought of you to other people or even as a symbol of your
existence. Your name is something that nobody can truly take away from you; it
is your brand and your connection to reality, your factor of differentiation.
In the barest form of all, your name is what sets you apart from (almost) every
other person on the planet.
In fashion, and the business of fashion, nothing is more
important than a name. Whether it’s Alaia or Armani, the name is the key part
of every brand. Unless you’re speaking to a someone with a scholarly knowledge
of fashion, you wouldn’t be able to describe any designer, or any collection,
without the use of a name. We even go so far as to call the most widely known
and celebrated brands “name brands” as a brand with a person’s name is
personal, a signifier of luxury and uniqueness. There’s a reason why almost
every large luxury brand is named after a person, whereas nothing on the high
street is. The reason why we celebrate these people is because attaching your
name to something that can be as fickle as fashion is a huge act of bravery,
and should be rewarded. What bigger reward than having your name written in the
history books, as an icon of style or an artist with fabric, to have your work
inspire millions after you for years to come. Becoming famed as a designer is
so wonderful because your brand continues long after you have, and your
perspective of the world alongside it.
Personally, I’ve had multiple names, and each one corresponds
to a different time in my life. Currently, I have three names – Alex, Alek and
Alexander. My real name, the full one, Alexander, is the one that is used the
least, and usually in the coldest way, a name with no added frills or
endearment. When I see or hear Alexander I know it’s either on my tax return or
because someone is genuinely mad at me (usually my grandmother). Alek is my
Serbian nickname, and what’s strange is that as soon as I go there, or I hear
it, my personality changes. Yes, I’m still on the same behavioral spectrum, but
definitely on a slightly different shade. Now that I’ve moved to the UK, Alex
is the name I now hear the most, the name I’m most likely to be identified by.
The transition from Alex to Alek is one only I really notice, but it’s taught
me that understanding my name is, ultimately, understanding my identity.
Snapback from H&M
Sweatshirt from COS
Sunglasses from Topman
Ring from Shri Swaminarayan Mandir
Jeans from Asos
Sneakers by Adidas
- Till next week, Alex
