Bold fashion brands are fighting back against the “algorithm look.” You know the one: neutral, safe, same-same. I’m exhausted seeing the same boring beige fits, and maybe you are too.
As Vogue Business recently noted, fashion is facing a growing backlash against the “algorithm effect”, a wave of homogenised, feed-friendly looks driven by what performs well online. This “anti-algorithm” movement is a reaction to the flattening of personal style by social media, where neutral tones and safe silhouettes dominate.
But fashion was never meant to be safe. The pioneers who defined eras, whether it was the flappers of the 1920s, the punks of the 70s, or the avant-garde innovators of the 90s, didn’t blend in, they disrupted. Today, in an age where the algorithm rewards sameness, true individuality becomes an act of rebellion.
At the forefront of this exciting shift is ÚCHÈ, a Dubai-based fashion brand founded by Nigerian designer and entrepreneur Uche Joy Orah.
Launched in 2019, ÚCHÈ offers a pointed alternative to the quiet luxury uniform. Their pieces are anything but feed-friendly in the traditional sense, and that’s exactly why they go viral. Think spiral silhouettes, unexpected structure, and deep cultural roots. It's more than another fashion brand; it's a vibrant resistance to sameness, a celebration of identity, and a call to stand out in a world that rewards blending in.
Now, ÚCHÈ is marking a major milestone: the brand was recently selected among just 19 designers globally to showcase its newest collection at the prestigious Tranoï Trade Show during Paris Fashion Week. Sponsored by the Creative Africa Nexus (CANEX), this opportunity places ÚCHÈ on a global stage, amplifying its vision and voice in the international fashion industry.
Now more than ever, it’s time to reclaim fashion as a playground to celebrate individuality, not just another content strategy. Being bold isn’t just about turning heads, it’s about refusing to let algorithms define who we are.
