LogoMania on the Rise for a MAXIMUM IMPACT
Good news for branding and advertisement this summer. As were going back to the 90’s era, we’re seeing logos everywhere hitting the fashion and luxury scene with a hard comeback for this summer.
From Gucci bringing back its iconic double G logo with new creative director Alessandro Michele who created a major brand revamp and boost in sales for the Kering Group to Versace showcasing its iconic logo on all its key accessories ( in XXL size) , Louis Vuitton showcasing its LV Monogram on its FULL Series collection to DIOR presenting gold plated bling logo on their new denim jeans, J’ADIOR Logo on their RTW apparel and more.
Premium sports brands are also strongly benefiting from this trend where CK launched its global campaign showcasing its underwear logo on major millennial influencers such as Gigi, Kendall, G.E.M, Bella Hadid,A$aP Rocky and more. Brands that are revamping themselves such as Tommy Hilfiger, FILA and Champion are also showing off their logo and doing major product seeding to bloggers. Guess Jeans recently also collaborated with iconic rapper A$AP Rocky bringing back the roots and 90’s essence of the brand playing with its logos, the capsule collection did so well it sold for 3x’s the price on e-bay! Just to name a few others Lee Jeans X Merci Beaucoup, DKNY, Adidas, Puma, and more have all jumped into this new and profitable trend of the moment which has been highly influenced by the 90’s hip-hop street culture.
Branded to the max of iconography, we’ve been seeing a non-stop wave of logos this season that we simple just cant get enough of, giving off a look of maximum show off impact.
Calvin Klein and Bella Hadid
An assumption to the success of the logomania trend of Moschino’s, Gucci’s and the likes may be due to the revival of fashion and our behaviour in general; in the past 2-3 years we were so focused on a unisex, minimalist, tough or conservative looks with an ‘anti logo’ phase that we may have forgotten how to indulge and “show off “in a way where were going back to the desire and bursting out and wanting to create maximum impact with a highly effective “cost of wear per return” to turn heads we can say.
This spring summer season will come with big and bigger logos, brands, colorful storytelling, large prints, and romance going from a Minimalist to Maximalist style allowing us to come back into spotlight.
Article created for CITY WEEKEND Shanghai