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…
Related: Sienna Miller Has the Gucci Bag of Our Dreams
Shop fashion's most important logo pieces...
Related: The Simple Reason These Clothes Look More Expensive
Related: Fashion Eccentrics Who Embody Spring's Top Trends
Are you into the new logos? Tell us which one is your favourite in the comments box below...
-
J.Lo Just Wore This Highly Controversial Trend in the Most Elegant Way PossibleShe can do anything.
-
Lily Allen Just Wore the Sellout Trending Sneakers Fashion People Are Sourcing Through Expert ShoppersEveryone wants a pair.
-
Sofia Richie Grainge Wore a Daring Color Trend on Her First Red Carpet as a New MomStunning.
-
9 Trends Set to Define Spring 2025 FashionWhat to know from the spring/summer 2025 runways.
-
The 11 Fashion Brands That'll Influence Our Style the Most in 2025We're already preparing.
-
Hailey Bieber Wore the Shoe Color You're Not Wearing (But Should Be)I need at least three pairs immediately.
-
From Suede Bags to Sporty Jackets, Miu Miu's Back to Define What'll Be Cool Come Spring 2025Are you writing this down?
-
Tweed, Chiffon, and Riley Keough on a Swing in the Grand Palais: This Is S/S 25 ChanelFeast your eyes.
