At the end of 2023, there is not just one idea, concept, or vision from one talent that ultimately defines American fashion’s identity. At a time when global fashion can seem oversaturated with talent, American fashion is  a powerful expression as creatives live to let live and express their artistic expressions, regardless of race, gender, sexuality, and class.

There is an abundance of fashion brands and designers of multiple intersections. In 2024, people will continue to desire brands that are relatable, bridging with their cultural identities and brand archetypes. There is a great quality of dreams, perspectives, and visions that captures the Zeitgeist of the world.

Designers Ana Khouri, Brandon Blackwood, and Colm Dillane are doing what they do best —- telling their own story, building community, exploring unique archetypes that contribute to American identity. When asked, “How are you as a fashion leader of the American Fashion system celebrating brand storytelling and American archetypes rather than solely focusing on commerce?,” the storytellers shared perspectives of storytelling and American fashion.

A for Ana Khouri

“I began my career as a sculptor and my creations delve into the idea that true worth extends beyond monetary value. For me, this philosophy is emblematic of how I honor storytelling, steering the conversation towards the intrinsic value that quality, art, design, and cultural narrative bring to the American Fashion system.

My work has always been driven by the view—I view the world as an artist. Sculpting is the technique I use to bring my jewelry to life and that is where the story starts. By connecting to something more sensorial, I am able to mold my pieces to complement the women’s form—a defining symbol of the American archetype.”

B for Brandon Blackwood

“I feel as though the traditional practices of fashion marketing are now dated. Millennial and Gen-Z customers want to know more about the brand’s background, beliefs, and practices (along with liking the actual product). For too long, fashion has been a bit too exclusive. Whether it was through certain brands messaging or imagery to the price points. Social media and the ability for anyone to consume fashion has led to more people being interested in it, which in turn made fashion way more diverse.

My brand’s story and imagery started from a very DIY foundation. I was making videos in my kitchen for my new products and always talking directly to my customers. We formed a community, which has grown to over half a million people. I have realized the strength of a brand really relies on its ability to see and interact with your actual customers. I think my customers love the brand so much because it feels accessible, not just in our price point but in our messaging. We have conversations in the comments, do polls, and even let our customers pick color swatches for upcoming seasons. There is an emotional aspect to a Brandon Blackwood purchase that a lot of brands do not necessarily have.

My customers and I are the creative directors of Brandon Blackwood. That is why sales are so great. We are not forcing the customers to adopt a new aesthetic but, instead working with them to make products we all will love. Brand storytelling is just as strong as any other type of marketing. That is what a lot of older brands have failed to grasp just yet (and their attempts can look really forced). It is an organic growth and trust that we are building – it’s absolutely priceless.”

C for Colm Dillane

“To be honest I was leveraging my clothing brand so that I could tell stories. People really started to pay attention to my ideas once the brand got more and more popular. I see designing clothing, coming up with good stories, painting, making movies, all under the same mindset. I am just problem solving. I never saw storytelling as a marketing play, it was the goal. I was always so excited about projects and the possibilities of making things with amazing people, and as long as I was making enough sales to fund these amazing projects and ideas the business was working. Now I probably should bring in people to focus on the pure commerce part. Probably going to need to release a monochrome collection – haha.”