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STYLE | 09.03.2015

Andrea Karg on … the Brand Name Allude

In the first of a series of interviews with Allude founder and creative director Andrea Karg, she speaks about the origin of her brand’s distinct name. Coming up with a memorable moniker for her fashion label in 1993 proved to be almost as difficult as naming a child. After all, both the people behind the label and customers should be able to identify with the name and feel a strong connection with it for years to come.

“When I first started thinking about the perfect name for my fashion brand, I knew only one thing: I would not name it after myself. Still, it should start with an ‘A’, like my first name, Andrea. That way, our label would also be listed right on top of every list, from fashion week schedules to a buyer’s watch list. I can’t remember how many dictionaries in how many languages I browsed during the process … In the end I always came back to the old English verb ‘to allude’, which means ‘to insinuate something’, with which I also associated ‘to snuggle’ and ‘to touch’, a sensuousness that seemed perfect for a cashmere label. The Allude typography has hardly changed since we first thought of the name and still speaks to me, as it reflects exactly what my label stands for!”