The Importance of a Name

  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


  1. Very true Alex, when my mother was cross with me for something, she would call out : "Christine Guentch" my full maiden name. Then I knew I was in trouble! My nickname from the family was Quiqui. Unfortunately the dog who lived opposite us in the suburb of Paris was also called Kiki. So when I was playing in the street and it was time for dinner my mother would call Quiqui, the dog would bark madly and I would return home! My brothers still call me Quiqui!

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