# Brand Disassociation Lauren Bush Drops Last Name from Fashion Label By Going Like Sixty | Published 2008-10-18 | Celebs Source: Trend Hunter, https://www.trendhunter.com/trends/lauren-bush-changes-fashion-label-name References: [nowpublic](http://www.nowpublic.com/style/lauren-bush-designs-eco-friendly-fashion-line) Lauren Bush is forsaking the family name for her new fashion line. Instead of naming it Lauren Bush, her fashions will be labeled Lauren Pierce--her grandmother's family name. Lauren Bush doesn't want her fashion line to be associated with the Bush name because of the [politics involved](https://www.trendhunter.com/trends/selkies-the-libertine-collection). Lauren Bush is a serious fashionista and has previously modeled for [Vogue](https://www.trendhunter.com/trends/Audio-journalism-platforms) and Vanity Fair. Lauren Bush has also been associated with Tommy Hilfiger, [Abercrombie & Fitch](https://www.trendhunter.com/trends/aaron-levine), Isaac Mizrahi, and Gai Mattiolo. She is signed with Elite Model Management, the agency that 'America's Next Top Model' winners sign with. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 39% | Activity: 87% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### What Makes This Trend Stand Out - **Personal Branding:** Opportunity for fashion professionals to create a unique personal brand that stands out from family associations. - **Politics-free Branding:** Opportunity for fashion designers to disassociate their brands from political affiliations to attract a broader customer base. - **Family Legacy Branding:** Opportunity for fashion entrepreneurs to leverage their family history and legacy to create a distinct and memorable brand identity. ### Sectors Adopting This - **Fashion:** Fashion industry professionals can explore new ways to build a strong personal brand without relying on family associations. - **Personal Development:** The personal development industry can provide resources and strategies for individuals looking to disassociate themselves from family associations and establish their own identity. - **Marketing and Advertising:** Marketing and advertising agencies can assist fashion designers in creating brand strategies that focus on highlighting personal values and staying neutral on political matters. ## Related on Trend Hunter - [Celebrity-Founded Fashion Brands](https://www.trendhunter.com/trends/kylie-jenner-1.md) - [Founder-Celebrating Brand Campaigns](https://www.trendhunter.com/trends/the-laura-ashley-brand.md) - [Fashion-Focused Substack Publications](https://www.trendhunter.com/trends/what-should-i-wear.md) - [Iconic Singer-Starring Campaigns](https://www.trendhunter.com/trends/saint-laurent-and-diana-ross.md) - [Voting-Themed Fashion Ads](https://www.trendhunter.com/trends/youve-got-the-power.md) - [Familial Brand Ambassadors](https://www.trendhunter.com/trends/jacquemus-brand-ambassador.md) - [Affordable Designer Apparel](https://www.trendhunter.com/trends/old-navy-x-anna.md) - [Politically-Inspired Runway Collections](https://www.trendhunter.com/trends/selkies-the-libertine-collection.md) - [Lifestyle Influencer-Backed Lines](https://www.trendhunter.com/trends/nara-smith-2.md)