I’m seeing a new fashion fever around: it starts with the feeling that my understated wardrobe (which I’m so proud of) may be too understated, then follows the ideal necessity of buying as many runaway pieces as possible (which I have no budget for), and the more they’re recognisable, the better, not caring about what my mom always told me, that you shouldn’t buy runaway, otherwise you’d look like “the one who’s wearing Prada 2011”. My mom is one of my fashion gurus, and I’ve learnt everything about elegance from her, but I’d have to disagree with her on this, which lead me to wonder whether my need for ostentatious pieces wasn’t influenced by S/S 2014 show.

It was easy to identify the culprit: Edie Campbell strolling down Marc Jacobs’s last runaway naked but for Stephen Sprouse’s Louis Vuitton hand painted graffiti covering her, Donna Karan celebrating her 25th year anniversary in the business with a collection filled with her bold print DKNY Nineties logo, the Wang logo punched into long gloves at his own show and the highly coveted Chanel backpack. So, it’s official, it’s the return of the logo. A quick research helped me identify the reasons behind this renaissance, it is promoted by those designers grew up in the Ninties, when “it was cool to associate with a brand”, as Humberto Leon from the terrific duo of designers at Kenzo states, and “fashion was really fun, there was with and humour, and it wasn’t so serious”, to put it in Wang’s words.

Logos allow recognition and identification, it’s in the human nature to want to be part of a club. They’re also one of the most immediate marketing tools: not everyone may be able to afford a Céline bag, but many can score a tee at a more reasonable price. For example, my first approach with couture was the purchase of an Yves Saint Laurent ring, and I immediately felt like I belonged to the fashion world.

Me, I won’t be joining the logo trend soon, but I have to admit I’ve been fascinated by Kenzo tiger sweatshirt. I’d rather buy those pieces that can be identified only by the well trained eye of the expert in fashion, that are not so loud (I guess here the purchase of iconic pieces, that are reproduced every season with little different details by a maison is key, but we may wanna get into this topic another week).

Now up to you: do you have the logo fever? Am I the only one seeing it or you’ve noticed as well? Are you pro or con? Do you like your clothes to be loud and excessive or neat and minimal?

Anna

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  1. Not really, but subtle associations are nice. And I like that idea of what comes with the brand, quality, beauty etc. It’s a good thing that people know i appreciate those factors

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