What Happened
Couture designer Barney Cheng told the South China Morning Post he believes there is no longer strong brand loyalty in fashion, and reflected on how style is expressed today. Cheng, a household name in luxury fashion in Hong Kong and abroad, has dressed international celebrities including Michelle Yeoh, Maggie Cheung, Gong Li and Carina Lau.
Asked how he defines style, Cheng said: “Style is one’s innate ability to project oneself, reinforced by key pieces of clothing.” He also identified Louis Vuitton’s 150th anniversary party at Tamar as a standout fashion moment for Hong Kong in recent decades.
Background
Cheng is known for intricately crafted couture and for dressing high-profile stars across the region and internationally. His comments come amid wider industry discussion about changing consumer habits, the rise of rental and resale markets, and shifting attitudes toward labels and logos.
While Cheng’s remarks focused on personal expression — “style” as an individual projection supported by select garments — they were framed against the backdrop of luxury fashion’s evolving relationship with customers, particularly in major fashion hubs such as Hong Kong.
What This Means
Cheng’s observation that brand loyalty is weakening echoes trends seen across global luxury markets: consumers increasingly prioritise individuality, sustainability, and curated wardrobes over lifetime allegiance to a single house. For designers and retailers, that can mean adapting to more fluid purchasing behaviour and offering pieces that speak to personal style rather than just a brand badge.
For readers in Panama and Latin America, these shifts may influence how luxury products are marketed and sold regionally — from the growth of secondhand and rental platforms to local designers emphasising signature pieces over label-driven collections. Changes in global taste and buying habits can reshuffle demand and open opportunities for local creatives to capture consumers seeking distinct, statement items.
Cheng’s comments underline a broader industry movement: fashion increasingly rewards individuality and thoughtfully chosen pieces rather than automatic devotion to a brand name.