The fashion industry's relationship with logos, branding and monogramming is a bit of a love/hate one. Right now these stamps are back in town—in a BIG way—but for a long time the idea of wearing conspicuous marks of any label was considered gauche and cheap. That was way back when stealth minimalism seized the runways (hello Phoebe Philo's debut Céline collection in 2009!) and even handbags only whispered of their design homeland in the smallest, subtlest ways.
A few seasons ago, radical upstarts started hijacking the recognisable motifs and brand names of our visual style culture, using them to emblazon cheeky novelty goods, and the slogo—that's a hybrid slogan and logo—was born. Take Brian Lichtenberg's Homies or Ballin tees—both a naughty take on Hermès and Balmain, both flew out of stores.
Now high-fashion designers have done a 360, reclaiming this important part of a brand's DNA for themselves. Meaning that for S/S 16 J.W.Anderson printed Loewe's name all over dresses and sporty bags, Chanel had plenty of signature double CC action covering dresses and accessories alike, and Nicolas Ghesquière employed his fashion house's classic logo for LV-monogrammed biker jackets—as well as bags and shoes—at Louis Vuitton.
Then there are the creatives who are taking more common logos and reinterpreting them—buzzy brand Vetements is offering you a yellow DHL T-shirt (it's already sold out in two sizes!) or the fact that luxury e-stores like Net-a-Porter have Nike swooshes or Adidas Originals trefoils nestled amongst traditionally high-fashion wares.
The take out? You can wear whatever logo you want—ironic or seriously runway. Scroll down to see the best in the business right now…
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Shop fashion's most important logo pieces...
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Are you into the new logos? Tell us which one is your favourite in the comments box below...
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