Ann Hilken and Christian Kurt are Anntian, a Berlin fashion brand that offers wearable pieces with unapologetic style. Zig-zag prints, an oversized silhouette, loud colors and geometric shapes are all what makes Anntian, well, Anntian.
"It's the people that bring 'beauty' to fashion, not the other way around," says Anntian. Now, that's the kind of philosophy you want when you're picking out what to wear in the morning.
Implications - No longer looking to blend in by wearing simple styles, consumers desire ways to stand out. Products featuring bold aesthetics are appealing to those who want to make a statement with their clothing choices. In order to attract more customers, a company could focus on this desire for more daring styles.