As part of its forthcoming 'No Noise' project, Selfridges has asked certain fashion and beauty brands to remove the branding from their products.What's a logo worth to a brand? Is it an effective selling tool? Or will a good product sell itself? Such chin-rubbing has been prompted by Selfridges' forthcoming "No Noise" concept, which, as part of its campaign to urge "customers to seek tranquillity in a world that bombards us with information", is selling products without their usual branding. Some of the "de-branded" goods include Levi's 501s and Crème De La Mer. Maybe more brands should follow their lead: how many times have you looked at a bag and thought how much nicer it would look without that dodgy logo?
Which isn't to say a logo doesn't have value - see Louis Vuitton's monograms and Prada's metal triangle (see above), which could probably render a paper lunch bag desirable by virtue of its own sleek design. (Actually, Jil Sander did put its name to a paper lunch bag - really made from paper and based on a lunch bag - and that sold out.)
Of course, Levi's and co's message is that their product is so good that it doesn't need logos to sell. And it does work: Céline's branding-free bags are highly desirable; ditto Bottega Veneta's chic clutches, which feature a distinctive weave by way of branding.'No Noise' opens January 11, Selfridges; selfridges.com
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