‘Logo loco’; the return of the designer logo.
Remember the times when Burberry printed bags, coats and well everything was seen everywhere? When the big D&G and Chanel were clearly outlined on anyone who was anyone. There’s a stupendous photo of my sister, father and I on a beach wearing full matching Burberry print costumes and caps. I know. Don’t ask, wont tell. Talking of caps, we can’t forget the great von Dutch caps pictured on Paris Hilton and Nicole Richie. Or who can forget the epitome of logo love with Naomi Cambell adorned in the trending Moschino logo jeans. This was also the era when Gianni Versace was the IT logo god (not sure he'd like this nick name I’ve appointed him) throughout the 90s.
But with this remembrance, we also must remember that not long after this came the cut out of the visual logo. If you are British you’ll know what I mean by the colloquial term that Burberry was ruined by 'chavs'. If your not British don’t worry in short the print became tacky. Having a massive obvious logo on your purse became more then just boastful.
Designers took this in their stride clearly shown through their new seasons, the large logos and prints to represent themselves became subtle and mostly only tag worthy. This didn’t mean they lost their recognize-ability, their uniqueness at all. I think it made their designs more unique to their image. It brought fashion and more importantly style to the forefront, not the label.
Perhaps Louis Vuitton never truly gave up the monogram it is their signature. It would seem wrong. (I am an avid collector of the monogram luggage and cases, as impractical as some are.)
But what do we see now? The return of the logo. It’s back and in full swing.
For Autumn/Winter 2017, logo T-shirts from Balenciaga, Vetements, Gucci and Dolce & Gabbana were major, these became their best selling items of the season. Tommy Hilfiger took this to another level with his entire collection with Gigi Hadid; intertwining logo mania with celebrity ‘it girl’ obsession; quite the genius double whammy.
Its all in the power of branding, in this millennial era, social media is the king, queen and all royalty put together. Branding is key. The name is essential, so to make this a reality in IRL designers are printing it on you essentially. Why not? It’s smart.
Question is now with the pieces trending again, do we like it?
I’m a clear example of the young buyer who made these the top best selling items, who sees its trending on instagram and purchases. Don’t get me wrong I’m not the one who will go out wearing full logo, but the odd statement pieces.
Personally; anything with the classic prints or logo and i’m sold. I am talking Chanel Head scarfs and my several Fendi vintage trousers. I scour vintage market’s for those original fendi print materials, those Dior sadle bags and that Moschino crop top in neon green.
With websites like the Real Real, What goes around, comes around and Vestaire collective getting more visits then the likes of Netaporter and Matches, we can see it clear as day: the venturing to the originals, not to the new. So again here we are at the same question; do we like the return of the logo? This sense of nostalgia seems to be having us simply reach back to the OG’s not the new kids on the block.
Heres to being welcoming to the newbies with a little appreciation.
All in all I have come to the conclusion, the return of the logo is strong and I’m with it. Just as the health obsessed refer to food of the non-quinoa variety, I correlate to the logo products that are sweeping the nation, all in moderation.