You already have your own idea of what the word—Logomania—may be before going through this entire piece. But, then again, a reason you’re here is to discover something new. So, please, stay in trend by reading on.
Although the word MAY seem new to some of you, everyone is practically quite familiar with the concept. You shouldn’t bother about the Greek origins of this word. What you should know is that it’s a movement and you’re to be concerned about how to take advantage of this trend. Some may refer to it as “brand iconography”. However you want it, the concept is a ’90s fad which was (and still is) all about designers emblazoning their brand names all over pieces of clothing and accessories. Currently, fashion is witnessing a return of the logo obsession of the ‘80s and ‘90s.
For instance, on the Versace men’s autumn 2018 runway, attires were embellished by graphic golden pins or scarves that bore the household name. The exquisite designer, Valentino, unveiled its new “VLTN” logo. Prada also exhibited a retro-future collection strife with articles of black nylon with myriads of logo patches. This comeback was quite apparent about three years ago, especially, after the release of Vetements’ (a line that specializes in street wear) DHL t-shirt, essentially unveiled in 2015, and sold out in weeks despite costing £185.
Logos are an impeccable way to make a piece popular and attractive. The ‘90s trend at the time entailed logos, being plastered across clothing items, representing a symbol of status.
Today’s Logomania is part of the retro movement. Although, a difference would be that fashion brands are now using non-fashion logos as opposed to when brand logos were ostentatious symbols of how rich the wearer was (think Louis Vuitton’s LV, Chanel’s double-C). Today’s Logomania aims at striking a balance between simplicity of contemporary designs and boldness of logos. This movement is believed to be highly influenced both by social media and millennials’ nostalgic attitude towards the past and the way things were before.
But, what exactly lead to the rise of this craze? Overtime, with the emergence of simplicity in style and clothing, there actually weren’t enough features that differentiated designer clothing from urban clothing/street fashion. This, partly, lead to relocating the labels from the inside to the outside of clothing. Today, designers are now more focused on generic and easy-to-wear attires that trade contemporary ideas for a recognizable fashion house’s name or logo. This logo may be abstracted, situated in a weird place(s), explosively huge or a minute statement.
Gucci can be identified as a major endorser of this movement with some even describing its recent artworks as “scribbling doodles all over them.”
Fendi actually find themselves at the forefront of this movement, especially with the Fendi Zucca print/monogram.
You know there’s absolutely no way you’ll see a Tommy Hilfiger item without any of its logos emblazoned on it somewhere, either a minuscule or humongous symbol. This fashion house has actually made its career with this style. Even up to undies, they’re all about logos (Tommy’s a real logo maniac).
But, we also must not forget that street wear brands like Supreme and Palace have contributed a fair share to this wave. Now, all the top brands are concerned about making attention-grabbing visual statements with their new releases. Including new lines as well, as everyone wants to ride this wave. For instance, you have WeisebyToyosi also exhibiting creativity in the same line with its new capsule releases that come in a few colors of Orange, White and Black which have logos and brief statements across them.
All this is just a lil’ something to bear in mind when considering buying a newer item. This trend will last a while and may become passé sooner. These logos come and go. Still, it’s a good investment, because this style will resurface eventually. So go ye therefore and be a walking billboard for your fav brands!