The need for loud, shouty branding ruled the fashion world in the late 1990s and early 2000s as maximalism reached fever pitch.
But as a result of Phoebe Philo’s “Céline effect” - which turned women's heads towards chic minimalism - matched with an onslaught of cut-rate counterfeits hitting the market, brands began to adopt a far more subtle approach to branding. That is until now.
The logomania trend is back in full force for 2018 and nowhere has it been more apparent than at Dior’s autumn/winter 2018 show in Paris this week.
Channelling the resistance culture of students in the 1960s to champion women’s equality, the collection was chock-full of crochet, embroidery and rainbow-coloured patchwork, but what really got people talking was the return of one of the fashion house’s most iconic handbags.
First launched by Dior in 1999 under John Galliano, the Saddle Bag was propelled to prominence in the noughties as it graced the well-dressed arms of fashion’s elite including Sex and the City’s Carrie Bradshaw, Paris Hilton and Destiny’s Child.
At the time it was available in a variety of styles from denim to leopard print but it was those that came swathed in the brand’s seminal logo and finished with a gold Dior “D’ buckle that really cemented its status.
A style that made its return at Paris Fashion Week, the logo-laden bag was joined by two clean black leather silhouettes and three beaded versions that are guaranteed to be sell-outs.
But, believe it or not, the Saddle Bag’s resurgence has actually been on the cards for some time.
Back in 2016 style bible Vogue called it when they spotted K-Pop trendsetter CL wearing it on her Instagram, while vintage styles have been quickly selling out on luxury marketplace sites like Vestiaire Collective.
As such, the Saddle Bag is firmly back within the fashion fold and being sported by a new wave of influencers from fashion models like Bella Hadid, Kendall Jenner and Adwoa Aboah to editors and street style stars alike.
Despite the fashion world giving it a thumbs up though, people seem divided about its triumphant return.
Taking to Twitter fashion lovers everywhere rejoiced announcing, “It’s baaaaack!” while others are yet to be convinced.
“How much are they going to pay me to carry that ugly advertisement?” one person asked.
While another simply added, “These are out.”
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