The clothes are important, not the logo
Wear, what,why, when? Possession. That’s what this branding and rebranding is all about
Until recently, the logo was considered sacrosanct and inviolable – the fashion equivalent of the crucifix or the Star of David.
Think of Chanel’s intertwined Cs, Gucci’s Gs and those jangling, boxy bags that overlaid the initials D-i-o-r. Last week, JW Anderson unveiled his new Loewe logo, a reconfiguration of four mirrored Ls designed by M/M (Paris).
Lordy, that’s a lot of lettering. But what does it all spell out? Namely, that logos aren’t quite as immovable as we once thought. Hedi Slimane’s transmogrification of Yves Saint Laurent into Saint Laurent – abandoning the Cassandre-devised typeface and shunting the YSL logo off centre-stage – was the most visible, violent example. But it’s being subtly echoed elsewhere. One of Alexander Wang’s first steps at Balenciaga was to redesign the label’s labels.
Today’s rebranding seems tied to the need for a new designer to assert an immediately recognisable impact. It’s interesting that both Anderson and Slimane unveiled their branding before showing a single piece of clothing to the press.
Anderson’s logo isn’t so much an overhaul as a subtle rework. Its factual origin, says the Loewe press release, was the branding iron used to mark cattle and leather. The purpose of that kind of branding is, of course, to signify ownership. Possession. That’s what this branding and rebranding is all about: designers’ ownership of their respective labels, sure, but also making visible the otherwise invisible hold a successful fashion house has over its consumers.
It’s a shame people don’t care more about the clothes.
Life & Style blogs
Twitter not working: Social network says problem with tweets not showing is fixed
Ebola crisis: Cases pass 10,000 as almost 5,000 killed by disease in eight countries
Watch what happened when food critics were unknowingly served McDonald's
What do the text messages between you and your partner reveal about your relationship?
Controversy over Queen's 'first tweet' at London's Science Museum
- 1 McKamey Manor: This 'extreme' haunted house is the stuff of nightmares
- 2 Russell Brand says he will 'probably' give up acting to focus on his revolution
- 3 Watch what happened when food critics were unknowingly served McDonald's
- 4 David Beckham's Haig Club whisky is exactly what’s wrong with the Highlands
- 5 Ottawa shootings: Bruce MacKinnon's cartoon is the perfect tribute to soldier Nathan Cirillo
£110 - £200 per day: Randstad Education Leeds: Secondary Maths Teacher for spe...
£40000 - £50000 Per Annum Excellent benefits: Clearwater People Solutions Ltd:...
£30000 - £35000 Per Annum Excellent benefits: Clearwater People Solutions Ltd:...
£35000 - £40000 Per Annum Excellent benefits: Clearwater People Solutions Ltd:...