Fashion Brands Aren’t Products. They’re Orientation Systems.

People don’t choose fashion brands for function alone.
They choose them to locate themselves.

Fashion operates as an orientation system—a way of signaling belonging, values, and emotional alignment. When brands forget this, they compete on surface attributes: price, novelty, speed.

The result is sameness.

When fashion brands treat themselves like products, they optimise away the very thing that made them meaningful. Identity becomes interchangeable. Culture becomes content.

Relevance in fashion is not maintained through output.
It is maintained through coherence.