As we’re returning to the ‘90s era in fashion, we’re seeing logos everywhere hitting the fashion and luxury scene. Logos are making a solid comeback recently.
From Gucci which brings back its iconic double G logo on its latest creations under new creative director Alessandro Michele, to Versace that showcases its well-known logo on all its key accessories, to Louis Vuitton that saliently highlights its LV Monogram on its “FULL” series collection, to DIOR which presents gold-plated bling logo on their new denim jeans and apparel, the list is long and goes on and on.
Premium sports brands are also strongly benefiting from this trend. CK has launched a global campaign showcasing its underwear logo on major millennial influencers such as Gigi, Kendall, G.E.M, A$AP Rocky and others. Some brands that are revamping themselves such as FILA and Champion are also actively promoting their logos and doing major product seeding to bloggers.
Guess Jeans also recently collaborated with rapper A$AP Rocky bringing back the roots and ‘90s essence of the brand, centered on its logos. Its capsule collection did so well that it was on eBay selling for three times its original price! Just to name a few more, Lee Jeans X Merci Beaucoup, DKNY, Adidas, Puma and many other brands have all jumped on this new and profitable trend of the moment, which is mainly driven by the ‘90s hip-hop street culture.
The success of the logomania trend by Moschino, Gucci and the likes may be down to the desire of a fashion revival and show-off feeling. Over the past few years, we were so focused on unisex, minimalist, tough and conservative looks with an “anti-logo” phase that we may have forgotten how to indulge and show off in our fashion styles and statements. Now, it seems the time has come to satisfy our desire to create maximum impact and burst out in screaming logos to turn heads and grab attention.
Therefore, expect ever bigger logos, brand names, colorful story-telling, large prints and romance and moving from a minimalist to maximalist style!
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