Over a decade ago, Coca Cola’s “Share a Coke” campaign took the world by storm, bringing us beverage bottles named ‘Laura’ and ‘Sarah’ and proving one key point: Everyone loves seeing their name on merchandise. In the fashion industry, the phenomenon of naming dresses, shoes, and handbags predates the famous campaign, and it’s so ubiquitous, we’ve come to take it for granted; from the Olivia jacket at Urban Outfitters to Mara Hoffman’s cult Sloane dress, it seems like most clothes say someone’s name. But what’s behind this insanely popular practice?
“In the 18th century, it was the early fashion magazines that started naming garments”, says Kimberly Christman-Campbell, fashion historian and author. The news cycle or pop culture would often be the inspiration behind the names, Christman-Campbell says; “For example, there’s a famous hat named after a battleship.” Later, the couturiers of the mid-19th century, such as the British icon Lucille, started giving their creations memorable names in order to make them stand out, and the big names of the 20th century, like Christian Dior and Coco Chanel, continued the trend. Occasionally, the item would take on the name of a celebrity that loved it or inspired it, like the Hermès Kelly bag — renamed after Princess Grace Kelly, or the Birkin Bag, created by Hermès especially for Jane Birkin.
Continued-instyle
