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Cynthia Rowley

Is fashion moving beyond brands?

Is fashion moving beyond brands?

It was the show of the fall 2014 runway season.

Chanel designer Karl Lagerfeld, luxury fashion oracle, transformed Paris' Grand Palais into the most banal of locales — a supermarket — and stocked the shelves with thousands of bespoke, Chanel-branded "groceries."

Browsing the Coco Flakes, Jardin de Gabrielle canned peas, No. H20 Eau Minerale and Cambon jambon, I was reminded of "Project Runway" designer Christian Siriano's collaboration with O-Cel-O on a line of cleaning sponges. The partnership was announced in 2010, when...