Your Choice also points at branding. Claudia Linders asks visitors to remove the so cherished logo from their design clothing and replace it with an “Unlabeled” tag.
She needs 1700 names in order to make a label dress out of them, a piece of shared identities. It turns out that the visitors most eager to remove the labels from their clothing are dressed in low-image clothing. People who are really wearing high-end brands sometimes refuse to cut off the labels.
This project questions the influence of branding and the way people want to see themselves in the reality of daily shopping. Do they choose for a brand, for its image or for its reputation or are they actually looking for quality?