The logo fashion trend is back for 2018

Sarah Young
Thursday 01 March 2018 13:41 GMT
(Getty Images)

Gucci! Burberry! Balenciaga! Versace! The fashion world has renewed its love affair with the logo for spring/summer 2018 and it’s bigger, bolder and brasher than ever before.

The need for loud, shouty branding fell out of sartorial favour in the late 1990s after maximalism reached fever pitch and a wealth of counterfeit goods saw it characterised as gauche and tacky.

Around that same time Phoebe Philo’s “Celine effect” also kicked in causing many brands to adopt a subtler, minimalist approach to branding.

But fast forward to present day and it seems people are no longer ashamed of wearing their luxury logos from head to toe.

Now, the fashion houses that made their name repeating logos are back with a label feast after years of relegating it to shadows.

At Fendi the brand’s monogrammed bag made a huge comeback, this time coming sheathed in the F logo to create geometric designs. While a jacket-style fur coat worn by Kendall Jenner struck the perfect balance between glam and garish.

Balenciaga, Printed Cotton Jersey T-Shirt, £275, Net-a-Porter

Similarly, for spring/summer 2018 Donatella Versace paid tribute to her late brother Gianni with a runway festooned with 1990s-style insignia. Here, the designer revived the house’s iconic baroque print and Medusa heads on everything from retro jumpsuits and strong shoulders to silk shirts.

On various other runways, designers also presented T-shirts emblazoned with their respective logos from Gucci’s double G motif to Balenciaga, Emporio Armani and Sonia Rykiel.

Fendi, Kan I Fun Fair Leather Shoulder Bag, £2,690, Matches Fashion

But, which one will you choose?

The simplest and most fashion-forward way to align yourself with a brand, wearing a logo on your sleeve enters the wearer into some sort of unofficial club that only equally style savvy folks will recognise.

Kenzo, Printed Cotton Jersey T-Shirt, £85, Net-a-Porter

And, while there are plenty of possibilities when it comes to choosing how to wear them, we believe the choice is best kept simple with a T-shirt or bag bearing their confident lettering.

Gucci, Double G Leather Belt, £320, Selfridges
Saint Laurent, Toy Camera Leather Crossbody Bag, £645, Selfridges

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