A recent study has officially crowned Apple the ‘coolest’ brand in the UK, pushing Aston Martin out of the top place after six years. This is part of a broader story of more accessible brands triumphing—25% of the top 20 are free to use e.g., YouTube, while Chanel, Vivienne Westwood, Maserati and others have been pushed out of the top 20. In a time of austerity, cheap and innovative brands can become more admired. But this is more than just an effect of the recession. In an age where consumers expect dialogue with brands, plus customization and ways to express their creativity (as many electronics allow), luxury brands can lose their status as fashion leaders if they remain too elitist and distant, and can be overtaken by innovative but affordable brands.