Remember that line of generic grocery and household products which could be found in its no-frills, plain packaging back in the 1980s called No Name? Promoted as basic products in plain packaging at down-to-earth everyday low prices, it promised savings of between 10 and 40 percent over national brands by eschewing the idea of marketing in a way that hasn't been replicated much during the brand-conscious decades that followed. Now however, Selfridges is introducing a range of de-branded products as part of its "No Noise" retail campaign with the intention of reducing unnecessary noise from the visual and other sensory stimulation they claim we are constantly bombarded with.
In addition to the Quiet Shop which includes minimalist fashion, accessories and beauty products from Jil Sander, Uniform Wares and others, the "No Noise" campaign includes a carefully curated edit of some of the world's most recognisable brands. These brands, which include Beats by Dre, Levi's, Marmite and Crème de la Mer, have taken the symbolic step of removing their logos and superfluous information from their labels and packaging and as such have created (intentionally of otherwise) exclusive collector's items.
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| Images: Selfridges |
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