The recent passing of Giorgio Armani, invites us to reflect on the power of the first and last name as a brand. Armani leaves behind a legacy that has transcended decades, territories, and global audiences.
He envisioned his brand as a reflection of quality, timelessness, and practicality, designed for real people rather than to follow passing fads.
He believed that a strong brand should be based on authenticity, discipline, consistency, and attention to detail, with the goal of giving those who wear it a better self-image and greater confidence.
The key principles of their philosophy:
Customer focus: creating for real life, not just for runways or magazines
Quality over trends: the difference between fashion and style is quality
Simplicity and elegance: expressing the complex in a simple and linear way
Attention to detail: meticulous obsession with every finish
Authenticity and consistency: faithfulness to a clear vision over time
Empowerment and confidence: clothing that reinforces the wearer’s self-esteem
Current values: commitment to sustainability, inclusion, and environmental respect
In industries like fashion and beauty, bearing the designer’s full first and last name is much more than a signature: it’s a promise of authenticity, style, and belonging.
Iconic examples include Ralph Lauren, Tommy Hilfiger, Christian Dior, Yves Saint Laurent, Jean Paul Gaultier, Oscar de la Renta, Carolina Herrera, Calvin Klein, Michael Kors, Stella McCartney, Vera Wang, Marc Jacobs, Alexander McQueen, Tory Burch, Kate Spade, Donna Karan, Salvatore Ferragamo, and Hugo Boss.
In the beauty industry, brands such as Estée Lauder, Mary Kay, Bobbi Brown, and Laura Mercier also stand out.
Over time, many brands choose to simplify their image. Thus, Christian Dior became Dior, and Yves Saint Laurent became Saint Laurent, seeking greater visual strength and global recognition.
This phenomenon is common in other sectors: Ford, Lamborghini, Ferrari, Dell, HP, McKinsey, Deloitte, Ogilvy, etc.
In the Hispanic world, examples of brands with full first and last names are rare: Carolina Herrera and Oscar de la Renta stand out. They prove that it’s possible to compete at the level of the most coveted brands on the planet.
Why aren’t there more?
Historically, collective or symbolic names have been prioritized (Zara, Natura, Bimbo).
Corporate tradition has favored functionality over personal value.
Fashion and beauty understood before (or better than) anyone that a personal signature can become a global culture. That signature implies authorship, confidence, and aspiration.
As we say at TOTEM Branding: fame opens the door, but well-done branding is what allows you to stay.
And perhaps the greatest challenge ahead is for more brands in the Latin American world to dare to turn their first and last names into a strategic asset for the future.
