It's been going this way for a while, but the relationship between producer and consumer has changed. What was once a hand to mouth, parent to child kind of scenario is now far more equal, with consumers (us) demanding more control than ever over the quality, design and production values of the items that we buy.
Take, for instance, tailoring. The ascent of online tailors and smaller high street outfits has rendered the process of purchasing a bespoke suit simpler (and more affordable) than ever before.
Prada, the most innovative of the superbrands, has this week unveiled a brand new bespoke service, and it's taking focus on eyewear.
Titled "Private Prada" the "made in Prada" customisable glasses allow customers to design the removable arms of the frame with a series of detachable symbols including letters, numbers and erm, skulls.
Available in black, white and tortoiseshell, "Private Prada" glasses will be in London's Bond Street store from December 2.