The recent passing of Iris Apfel, the iconic textile expert, interior designer and fashion maven known for her eccentric style, even at 102 years old, reminds us of her timeless insights on creating a brilliantly disruptive brand.
Iris Apfel’s influence spanned decades, peaking in the 1980s and 90s while gracing Paris fashion shows for over 50 years. He age didn’t stop her showing up or defying expectations from the status quo. Self-described as a “geriatric starlet,” her signature style – cropped white hair, oversized glasses, and bold lipstick – left an indelible mark on the industry.
Iris Apfel’s fundamental message? Embrace your individuality and create your own space as a strategic advantage. Her fearless self-expression through vibrant colors and patterns, coupled with her status as the oldest figure in the room—a feat that is no easy task in the realm of fashion—set her apart, serving as an inspiration to cultivate a distinct brand identity. She embodied courage in the realm of branding. I firmly believe that embracing your uniqueness requires courage, and this bravery is both respected and trusted by audiences. Iris Apfel earned our trust, a significant achievement considering a substantial 87% of customers steer clear of brands they lack faith in.
Moreover, Iris Apfel’s collaborative spirit and inclusive fashion approach emphasized the power of partnerships in expanding brand reach and engaging diverse audiences. She partnered with everyone from Nude, the Istanbul-based glassware brand, to H&M for a playful over the top collaboration to the British beauty brand Ciaté London for an eight-piece cosmetics collection. Iris Apfel was everywhere. Interestingly, it can be 25 times cheaper to enter into a brand partner collaboration than to fund a solo digital advertising campaign. And 70% of small businesses and over 60% of mid-sized businesses saw ROI on these collaborations within six months.
Additionally, Apfel’s adaptability and dedication to innovation underscored the significance of remaining current in a rapidly evolving landscape. It was clear to me that she didn’t reject change, but accepted it. At 100 years old, many of her collaborations were on social media, such as Ciaté London x Iris Apfel, a move typically associated with individuals in their teens or twenties. This unconventional approach was truly ingenious. With over 25% of product purchasing decisions influenced by cultural relevance, I’ve said it before, and I’ll say it again, the importance of evolving with the times cannot be overstated—it is imperative for all brands to stay culturally relevant.
Finally, Iris Apfel’s philanthropic endeavors and commitment to mentoring the next generation emphasized the importance of giving back and imparting knowledge. Audiences are drawn to purpose-driven brands. Companies perceived to have a substantial positive impact have seen a remarkable 175% surge in brand value over a span of 12 years. With 66% of consumers being willing to switch from their current product to one from a purpose-driven brand, it is evident that we must take note. Moreover, when surveyed, Millennials exhibit an even higher propensity to switch at a rate of 91%.
All this to say, there are many lessons in death. Iris Apfel’s entrepreneurial spirit, visionary creativity, and fearless risk-taking provide invaluable insights for leaders and marketers striving to establish lasting brand legacies – whether that be corporate or personal. I believe, Iris Apfel’s influence goes beyond fashion, highlighting the power of authenticity, collaborative partnerships, and embodying the transformation you seek in the relentless pursuit of creativity.
Rest in peace.
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)