What Does A Fashion Brand Need To Achieve Cult Status?
In the last few years, the word “cult” has, ironically, become mainstream in fashion. It’s been used in reference to influencer- and Cool Girl-friendly brands (think: Nanushka, Staud, Rotate); to brands whose products have taken over Instagram (Jacquemus’ Chiquito mini bags, Susan Alexandra’s beaded totes, Sleeper’s dresses); and to established brands whose every drop still gets fans excited (Supreme). But, if every brand can be a cult brand, then what does the designation even mean anymore? “A cult brand can be defined as a brand that has made significant impact within culture and fashion,” says Telsha Anderson, owner and buyer at T.A., a NYC boutique that carries popular brands like PH5, Ellery, and PRISCAVera. “It also creates its own target audience that continuously bands together to create support surrounding the brand, day after day.” Read more at Refinery29.
