Fashion Brand Naming Strategy: Create a Name That Turns Heads

Fashion Names Carry Weight

In no other industry does a name carry as much status as in fashion. "Chanel" on a bag transforms canvas into luxury. Your fashion brand name will appear on labels, shopping bags, storefronts, and Instagram posts. It needs to work everywhere.

Understand Your Market Position

Before naming, define where you sit:

Luxury: Names should feel exclusive and timeless (Hermès, Givenchy, Balenciaga)
Contemporary: Modern, approachable, design-forward (Everlane, Reformation, Aritzia)
Streetwear: Bold, cultural, attitude-driven (Supreme, Off-White, BAPE)
Sustainable: Names that suggest values and transparency (Patagonia, Allbirds, Pangaia)
Fast fashion: Accessible, trend-forward, easy to remember (Zara, H&M, Shein)

Your name should match your tier. A luxury brand named "ChicCheap" sends the wrong message.

Fashion Naming Approaches

Designer Names

The most traditional approach. Calvin Klein, Ralph Lauren, Stella McCartney. This works when the designer's identity is the brand. First name, last name, or both — the key is euphony (how it sounds).

Invented Words

Adidas (Adi Dassler), Nike (Greek goddess), Prada (founder's surname that happened to sound exotic). Invented or repurposed words give you a blank canvas to build meaning.

Evocative Names

Anthropologie evokes exploration. Free People suggests liberation. These names create a lifestyle image that extends beyond clothing.

Acronyms

DKNY, COS, H&M, ASOS. These work when the full name is too long or when the letters themselves become iconic.

Testing Fashion Brand Names

Fashion is visceral. Test accordingly:

The Label Test

Mock up your name on a clothing label. Does it look like something you'd find in the right stores?

The Instagram Test

Create a mock Instagram profile with your name. Does the handle look good? Does it fit in a bio?

The Word-of-Mouth Test

"I just bought this amazing jacket from [name]." Does it sound natural?

The Global Test

If you'll sell internationally, verify the name works across cultures. "Nova" means "doesn't go" in Spanish — not ideal for a brand.

Domain and Social Strategy for Fashion

Fashion brands live on Instagram, TikTok, and increasingly on their own DTC websites. You need:

Exact match .com domain — or at minimum .co
Instagram handle — non-negotiable for fashion
TikTok username — where fashion discovery happens now
Pinterest — major referral source for fashion e-commerce

Check all of these simultaneously with BrandScout.

Trademark Considerations in Fashion

Fashion trademark conflicts are common and expensive. Before investing in branding:

Search USPTO for your name in clothing and accessories classes
Check EUIPO if you'll sell in Europe
Search for unregistered brands using the name — even without a trademark, they may have common law rights
Consult a fashion IP attorney before your first production run

Building Name Recognition

A great name is just the start. Build recognition through:

Consistent visual identity — Logo, typography, color palette
Signature elements — Think Burberry's plaid or Louis Vuitton's monogram
Brand story — Why does this brand exist? What does it stand for?
Community — Fashion brands with loyal communities outlast trends

Common Fashion Naming Mistakes

Too many words — Keep it to one or two words maximum
Unpronounceable — If influencers can't say it in videos, you lose free marketing
Too similar to existing brands — Legal risks aside, you'll always live in their shadow
Trendy spelling — "Klothes" or "Phashion" looks amateur

Your Fashion Brand Naming Checklist

[ ] Matches your market position (luxury, contemporary, streetwear, etc.)
[ ] One to two words
[ ] Easy to pronounce in English and key markets
[ ] Looks good on a label
[ ] Instagram handle available
[ ] .com domain available
[ ] No trademark conflicts in fashion categories
[ ] Passes the global language check

Find a fashion brand name that's available everywhere it matters. Start with BrandScout.