Anyone with a Wi-Fi connection these days may reach the Birkin bag in seconds in one way or another. (Okay, maybe that's exaggerating tiny bit.) They must first place their name on the waiting list and wait for a dozen years.) The thing is any ad that appears in your Instagram feed instantly pushes you to click the "add to cart" button. It is no longer hard to get it-bag we desire the most, which was once considered difficult to reach. In a world where social media algorithms force us all to become shopaholics, how do we find something unique that no one else has? Unfortunately, this is not possible.

We used to know that the vintage necklaces or bracelets we bought at flea markets (before the Instagram shop) were belonged to us solely. And we'd buy it even if there were no brand labels on it. We had no idea where that bracelet came from and who it belonged to. But we'd still be dying to have it.

Leandra Medine, founder of Manrepeller, explains: “Recently I've come to think that not knowing is the new luxury.” That is correct. It's a privilege not to know everythign. Isn't wearing anything with no brand tag a proof of good taste? Our purchasing habits have altered dramatically for the first time, since seasonal shopping has no longer a thing, which constantly lures us into the shopping dilemma.

Moreover, this change has nothing to do with clothes. Surprisingly, unbranded jewelry is becoming more popular these days. Consumers who buy no-name bracelets, chains, and rings nowadays are looking only for lifetime and personal designs. What could be more luxurious than having something that no one other has? In an era when we can't wear a Zara dress because it is possible to wear the same dress as someone, what could be more luxurious than having something that no one else has? People are now filling their closets with items that are less logo-centric and more comfortable. Therefore, people are becoming more interested in unbranded jewelry.

Author: Zeynep Gür