Branding is completely saturating our society, especially with how they are now selling lifestyles, ideologies and values like a religion which will enhance people's lives. Brands are now so powerful they could be launched without a product.
Fashion as a whole, seems to rely on brands for the success of a firms product. This is particularly evident through the marketing devices used to promote clothing and footwear, including television adverts which predominantly sell us a lifestyle associated with their product. However, more and more fashion as a whole is drifting into a 'logoless' utopia, as more brands are opting to focus on understated designs where the product is the focus of attention. You would be hard pushed to find even a discrete logo the size of a fingernail on this seasons collections. Does this mean an end to our obsession with becoming walking taking mini billboards?.