--- title: "Meaning & Key Takeaway of: Great fashion is all about surprise. It…" description: "\"Great fashion is all about surprise. It should always be about doing something that isn't by the book.\" — Reed Krakoff" image: "https://sms4smile.com/quotes/i/07b/reed-krakoff-30324_book_great-fashion-is-all-about-surprise-it-s_2679597.jpg" --- # Great fashion is all about surprise. It should always be… ![“Great fashion is all about surprise. It should always be about doing something that isn't by the book.” quote by Reed Krakoff](https://sms4smile.com/quotes/i/07b/reed-krakoff-30324_book_great-fashion-is-all-about-surprise-it-s_2679597.jpg) [Download](https://sms4smile.com/quotes/i/07b/reed-krakoff-30324_book_great-fashion-is-all-about-surprise-it-s_2679597.jpg) [Open image](https://sms4smile.com/quotes/i/07b/reed-krakoff-30324_book_great-fashion-is-all-about-surprise-it-s_2679597.jpg) > “Great fashion is all about surprise. It should always be about doing something that isn't by the book.” [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Fashion thrives on unexpected choices that break conventional norms. **In simple terms:** Surprise drives fashion. Key Takeaway Embrace unconventional ideas. Themes creativity innovation rebellion Mood playful provocative Type inspirational advice When to use this quote - branding - product design - marketing campaigns Key Concepts design theory cultural disruption Questions to Reflect On - What balance of surprise and familiarity works? - How to test audience reaction? A Different Perspective Too much surprise can alienate audiences. ★ ★ ★ ★ ★ No ratings yet [Book](https://sms4smile.com/quotes/about/book/) [Books](https://sms4smile.com/quotes/about/books/) [Fashion](https://sms4smile.com/quotes/about/fashion/) [Fashion Surprise](https://sms4smile.com/quotes/about/fashion-surprise-2568721/) [Great fashion](https://sms4smile.com/quotes/about/great-fashion/) [Isn Book](https://sms4smile.com/quotes/about/isn-book-529440/) [Should](https://sms4smile.com/quotes/about/should/) [Surprise](https://sms4smile.com/quotes/about/surprise/) [Surprise Doing](https://sms4smile.com/quotes/about/surprise-doing-2568722/) ## Related quotes > [One thing that is exciting about fashion is the surprise element. People don't know what they want. They just know when they see it.](https://sms4smile.com/quotes/marc-jacobs/one-thing-that-is-exciting-about-fashion-is-the-surprise-element/) [Marc Jacobs](https://sms4smile.com/quotes/author/marc-jacobs/) > [The secret of fashion is to surprise and never to disappoint.](https://sms4smile.com/quotes/edward-bulwer-lytton-1st-baron-lytton/the-secret-of-fashion-is-to-surprise-and-never-to-disappoint/) [Edward Bulwer-Lytton, 1st Baron Lytton](https://sms4smile.com/quotes/author/edward-bulwer-lytton-1st-baron-lytton/) > [It's hard to read through a book on the principles of magic without glancing at the cover periodically to make sure it isn't a…](https://sms4smile.com/quotes/bruce-tognazzini/it-s-hard-to-read-through-a-book-on-the-principles-of-magic-without/) [Bruce Tognazzini](https://sms4smile.com/quotes/author/bruce-tognazzini/) > [It isn't much of a book of quotations if I am not in it.](https://sms4smile.com/quotes/ernie-j-zelinski/it-isn-t-much-of-a-book-of-quotations-if-i-am-not-in-it/) [Ernie J Zelinski](https://sms4smile.com/quotes/author/ernie-j-zelinski/) > [I don't understand your book. Isn't every book a book of words?](https://sms4smile.com/quotes/kristin-cashore/i-don-t-understand-your-book-isn-t-every-book-a-book-of-words/) [Kristin Cashore](https://sms4smile.com/quotes/author/kristin-cashore/) > [“Dammit, why isn’t there a book with the answers in it?”](https://sms4smile.com/quotes/cherise-sinclair/dammit-why-isn-t-there-a-book-with-the-answers-in-it/) [Cherise Sinclair](https://sms4smile.com/quotes/author/cherise-sinclair/) > [“We do it by the book, then?" "Precisely. By the book. Yes. Except that there isn't a book." "Right. We do it by a…](https://sms4smile.com/quotes/william-ritter/we-do-it-by-the-book-then-precisely-by-the-book-yes-except-that-there/) [William Ritter](https://sms4smile.com/quotes/author/william-ritter/) > [It isn’t what the book costs. It’s what it will cost you if you don’t read it.](https://sms4smile.com/quotes/jim-rohn/it-isn-t-what-the-book-costs-it-s-what-it-will-cost-you-if-you-don-t/) [Jim Rohn](https://sms4smile.com/quotes/author/jim-rohn/) > [When book and reader's furrowed brow meet, it isn't always the book that's stupid.](https://sms4smile.com/quotes/william-h-gass/when-book-and-reader-s-furrowed-brow-meet-it-isn-t-always-the-book/) [William H. Gass](https://sms4smile.com/quotes/author/william-h-gass/) > [It's becoming clearer and clearer to me that the world is there to be celebrated by writers, and in fact this is what all…](https://sms4smile.com/quotes/martin-amis/it-s-becoming-clearer-and-clearer-to-me-that-the-world-is-there-to-be/) [Martin Amis](https://sms4smile.com/quotes/author/martin-amis/) > [New York is vibrant, sexy, naughty, always surprising, and has great live music and great fashion.](https://sms4smile.com/quotes/david-harewood/new-york-is-vibrant-sexy-naughty-always-surprising-and-has-great-live/) [David Harewood](https://sms4smile.com/quotes/author/david-harewood/) > [How can you live the high life if you do not wear the high heels?](https://sms4smile.com/quotes/sonia-rykiel/how-can-you-live-the-high-life-if-you-do-not-wear-the-high-heels/) [Sonia Rykiel](https://sms4smile.com/quotes/author/sonia-rykiel/) > [A great dress can make you remember what is beautiful about life.](https://sms4smile.com/quotes/rachel-roy/a-great-dress-can-make-you-remember-what-is-beautiful-about-life/) [Rachel Roy](https://sms4smile.com/quotes/author/rachel-roy/) > [Shoes transform your body language and attitude. They lift you physically and emotionally.](https://sms4smile.com/quotes/christian-louboutin/shoes-transform-your-body-language-and-attitude-they-lift-you/) [Christian Louboutin](https://sms4smile.com/quotes/author/christian-louboutin/) > [Don't be into trends. Don't make fashion own you, but you decide what you are](https://sms4smile.com/quotes/gianni-versace/don-t-be-into-trends-don-t-make-fashion-own-you-but-you-decide-what/) [Gianni Versace](https://sms4smile.com/quotes/author/gianni-versace/) ## More by Reed Krakoff > [I'm attracted to that mix of things that are very refined and polished, and things that are almost accidental. I feel like the best…](https://sms4smile.com/quotes/reed-krakoff/i-m-attracted-to-that-mix-of-things-that-are-very-refined-and/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [Being a photographer helps me see the work differently. I always walk away seeing things differently than when I stare at them myself. It…](https://sms4smile.com/quotes/reed-krakoff/being-a-photographer-helps-me-see-the-work-differently-i-always-walk/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [Fashion for me is the perfect combination of all the things I love. There's an element of history to it. I love understanding why…](https://sms4smile.com/quotes/reed-krakoff/fashion-for-me-is-the-perfect-combination-of-all-the-things-i-love/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [I think of my life as divided between a lot of different periods. I grew up in the country, but as I got older…](https://sms4smile.com/quotes/reed-krakoff/i-think-of-my-life-as-divided-between-a-lot-of-different-periods-i/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [One can never have too many books.](https://sms4smile.com/quotes/reed-krakoff/one-can-never-have-too-many-books/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [I feel lucky to love what I do. It doesn't feel like working. I do all the projects I do because I like doing…](https://sms4smile.com/quotes/reed-krakoff/i-feel-lucky-to-love-what-i-do-it-doesn-t-feel-like-working-i-do-all/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [I think sometimes you get too caught up in the business side, and you make compromises, and then the brand becomes unexciting. I think…](https://sms4smile.com/quotes/reed-krakoff/i-think-sometimes-you-get-too-caught-up-in-the-business-side-and-you/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [I think it's so important that you understand what you're trying to accomplish, what you're trying to say. Timelessness is never a thing I…](https://sms4smile.com/quotes/reed-krakoff/i-think-it-s-so-important-that-you-understand-what-you-re-trying-to/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [In design I look for something I'm drawn to. I try to look for an immediate connection with something - something I just fall…](https://sms4smile.com/quotes/reed-krakoff/in-design-i-look-for-something-i-m-drawn-to-i-try-to-look-for-an/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [I think fashion is the only thing I'm fully suited to do because I am super impatient, which I think is a good thing…](https://sms4smile.com/quotes/reed-krakoff/i-think-fashion-is-the-only-thing-i-m-fully-suited-to-do-because-i-am/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [Having your own store is one of the most immediate ways to connect with the customer, to really get to know her and develop…](https://sms4smile.com/quotes/reed-krakoff/having-your-own-store-is-one-of-the-most-immediate-ways-to-connect/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [If clothes can help you see yourself on your best day, why shouldn't every day be that day?](https://sms4smile.com/quotes/reed-krakoff/if-clothes-can-help-you-see-yourself-on-your-best-day-why-shouldn-t/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [I don't want to have a singular vision. I don't have that kind of discipline. I love the randomness of my life - how…](https://sms4smile.com/quotes/reed-krakoff/i-don-t-want-to-have-a-singular-vision-i-don-t-have-that-kind-of/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [When a silhouette or shape is as beautiful as it is functional and relevant, that's true luxury.](https://sms4smile.com/quotes/reed-krakoff/when-a-silhouette-or-shape-is-as-beautiful-as-it-is-functional-and/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) > [Museums that aren't perfect are the ones that I love. Museums that aren't overdesigned. I always like to visit the strange, odd museums. In…](https://sms4smile.com/quotes/reed-krakoff/museums-that-aren-t-perfect-are-the-ones-that-i-love-museums-that/) [Reed Krakoff](https://sms4smile.com/quotes/author/reed-krakoff/) [Explore all 17 Reed Krakoff quotes ](https://sms4smile.com/quotes/author/reed-krakoff/) ## More Book quotes > [I think a new world will arise out of the religious mists when we approach our Bible with the idea that it is not…](https://sms4smile.com/quotes/aiden-wilson-tozer/i-think-a-new-world-will-arise-out-of-the-religious-mists-when-we/) [Aiden Wilson Tozer](https://sms4smile.com/quotes/author/aiden-wilson-tozer/) > [If I had a dollar for every time I couldn’t sleep, I could buy a billion locks and finally read a book in peace.](https://sms4smile.com/quotes/aesop-rock/if-i-had-a-dollar-for-every-time-i-couldn-t-sleep-i-could-buy-a/) [Aesop Rock](https://sms4smile.com/quotes/author/aesop-rock/) > [Young men, especially in America, write to me and ask me to recommend “a course of reading.” Distrust a course of reading! 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