Logomania strikes again! The overt branding and huge logos by fashion brands fuelled by our desire for nostalgia and Instagram bragging has continued to rule the runways in 2018.
But has the trend finally hit its peak and become a victim of its own success?
Way back in the 80's and 90’s, big designer logos on clothes were very popular. In fact, it was the only way to assert your affluence or ‘cool’ status. If you didn't have a large logo showing off what brand you were wearing, how else would people know you could afford it?! Tommy Hilfiger was one of the most iconic brands in the 80’s and 90’s that truly made logos cool.
Brands such as Gucci and Dior were also well known for large logo displays on their accessories and clothing. As they say, history often repeats itself, and with Gucci’s recent revamp and the return of Dior’s Saddle Bag, it is clear that logo obsession is still in full swing. In the last few years, it appeared that consumers focused on quality and style often opting for more minimalist styles and giving rise to brands such as Glossier and AQAQ. Nonetheless, it seems like the minimalist trend has come to an end and since Autumn/ Winter 2017, logomania has returned with a vengeance.
If you are someone who loves wearing designer brands and doing so proudly, you are in luck because fashion is like a never-ending circle and logomania is coming back around with a vengeance this year. Huge logos are set to hit the catwalk and even the high street in 2018 and onwards. The recent fashion week shows have highlighted this with all the big brands (including Gucci, Balenciaga, Prada and Nike) shocking with their clothing items which didn't shy away from declaring themselves. Almost every collection that has been released recently has had at least one designer showcasing clothing items with their brand name printed all over them. Celebrities INSTANTLY followed this show-off style as they got photographed in the street, which is only going to heighten this trend.
Why are Logos Making a Comeback?
Kendall Jenner, Jennifer Aniston, Dakota Johnson,Rihanna and other stars have all took notice of what's on the catwalk and incorporated similar items into their wardrobe. This trend appears to be a straightforward one to pull off, the bigger the logo, the better. You can mix and match brands and if you are interested in this trend, make sure you give it some thought because it is easy to overdo it.
The broader question, however, has to be, why do we need logo items and why are they back again? It is difficult to pinpoint the exact reason for this history repeating trend – perhaps it is rooted in our desire for nostalgia, or it is part of the social media era of wanting to be noticed. Either way, like everything in fashion it will be a short-lived trend, soon they'll become tacky, and we will all move on to something else.
Read Also: Importance of a good company logo.
While logomania might not last forever, clothes with huge logos might become even more popular as collection pieces some years from now, which means you can always keep your pieces and pull them out in a few decades when the trend inevitably makes a comeback.
Written by Adaora Soludo.
Adaora Soludo is a London based Nigerian, working in fashion and the founder of a fashion & lifestyle platform adaorasoludo.com. Adaora is an advocate for emerging designers & creatives and is passionate about expressing her style, offering insight into the latest fashion trends both in Africa and globally as well as discussing food, travel and tech.