The Secret Sauce for Designers: It’s All About Connection.

Let me break it to you—fashion isn’t about logic. It never has been, and it never will be. Sure, we love a meticulously tailored suit or a well-constructed handbag, but what makes us fall head over heels for a brand isn’t the stitch count—it’s the story. It’s the feeling. Fashion is emotional, and here’s the kicker: every successful brand in history knows this.

Think about the brands you obsess over. Is it their efficiency or their ability to tug at your heartstrings? Exactly. Humans don’t connect with logic; we connect with emotions. Science backs this up—our brains are wired to make decisions based on feelings first, logic second. And if your designs, your brand, or your marketing don’t spark an emotional reaction, you’re missing the point. You’re leaving your audience cold.

Here’s where it gets interesting. Emotions aren’t just fluff—they’re the foundation of loyalty. They’re why we’ll buy yet another bag we don’t need because the brand makes us feel like a better version of ourselves. Think about it: why do customers line up for luxury brands like Chanel or Louis Vuitton, knowing full well they could get a perfectly functional alternative for a fraction of the price? It’s not about need; it’s about the experience. Wearing those pieces makes us feel a certain way—powerful, exclusive, maybe even untouchable.

This is the secret sauce every designer, marketer, and brand needs to understand. You can’t just create clothes; you have to create meaning. A dress isn’t just a dress—it’s a story. It’s the feeling of walking into a room and knowing all eyes are on you. A jacket isn’t just for warmth—it’s a shield, a declaration of your style, your personality, your confidence.

But here’s the thing: too many brands fall into the trap of logic. They play it safe, selling features instead of feelings. They’re caught up in talking about their sustainable practices (important, yes, but dry if that’s all you’re saying) or the technical details of their materials. Meanwhile, the brands that are crushing it are the ones tapping into the heart. They’re selling how it feels to wear their pieces, the way it transforms their customers.

Take a page from the icons. Look at Gucci under Alessandro Michele. That brand exploded because it leaned into eccentricity, individuality, and self-expression. Gucci didn’t sell you a shirt; it sold you the idea of being unapologetically yourself. And people ate it up because it wasn’t about logic—it was about connection.

As designers, we often obsess over perfecting the technicalities. We stress over seams, silhouettes, and colourways (and yes, those details matter). But none of that will matter if your designs don’t make someone feel something. Emotions are what make people pull out their credit cards, what make them loyal to your brand, and what make your work unforgettable.

And let’s talk about storytelling for a minute. Storytelling isn’t just for ad campaigns; it’s in everything you do as a designer. Every stitch, every detail should add to the narrative you’re trying to tell. Who is your customer? What do they dream about? What do they want to feel when they wear your clothes? Those are the questions you need to answer, and when you do, your work stops being just clothing and starts being a part of someone’s life story.

This is the heart of what I’ve learned: people won’t remember your perfectly executed pattern or your innovative fabric if it doesn’t mean something to them. What they’ll remember is how they felt wearing it, how it made them stand taller, speak louder, or smile wider.

So, if you’re a designer, here’s my challenge to you: stop thinking about what people need. Start thinking about what they feel. Because fashion isn’t logic; it’s love. It’s desire. It’s emotion. And that’s what will make your brand iconic.