Artifical Personalities and Fashion Branding

It seems like any famous, living thing can have a clothing line. We start with the obvious: celebrities. Kim Kardashian, The Row, Vicotria Beckham, Stella McCartney, Kate Moss, Gigi, Kendall + Kylie, and so on. We then continue down (or up?) the celebrity path to athletes: David Beckham, Lebron James, Derek Jeter, Michael Jordan, Cristiano Ronaldo, etc. From there, we break off in to the social media personalities: PewDiePie, Nash Grier, Joy Cho, etc.

The success of these brands is in the branding. Not the product development, not the styling, not the advertising, not the marketing. It's the branding, which is distinct from everything else. Branding across the board relies on two concepts, 1) association and 2) aspiration.

Given these two components, what I find interesting is that there isn't a bigger push throughout the adult fashion industry to turn memes and digital personalities in to bigger branding opportunities the way it has been done for children (i.e. Disney). Most brands rely on human individuals, which in modern culture feels clunky. With all of the digital drama being developed in entertainment, whey are we not seeing bigger branding efforts made for artificial personalities?

Brandon Cohn