When it comes to logomania, we wonder if the OG Italian luxury brand Fendi is back to take Gucci's crown.
Gucci has been reigning supreme for the last year. The luxury Italian label saw a resurgence in popularity thanks to the new Creative Director Alessandro Michele who turned the whole brand upside down and a variety of innovative point of reference for his collections most notably the inclusion of Harlem legend, Dapper Dan.
Aside from the all-over logo prints, high-end labels like Off-White, Burberry and Chanel have emblazoned sweaters, coats, bags, etc. with the name of their brands, a move that only not helps to build awareness in an over-saturated market as well as catering to what young customers want. With the popularity of streetwear and the desire to show off their designer goods on various social media platforms, logos seem to be the way forward.
Though 2017 was Gucci's year, Fendi's classic double-F print has been absolutely everywhere. Karl Lagerfeld, the Creative Director of the brand, has tapped into the youth market and certainly understands that these days, the people are all about logos and branded clothing. As a result, the luxury Italian fashion-house, primarily known for its luxurious furs and leather goods, has gone full speed ahead with the monogram clothing and accessories.
People purchase designer goods for a variety of reasons, among them because they convey a sense of status, wealth, and exclusivity. These purchases lead others to make rapid inferences about the character of the purchaser (e.g., successful, arrogant, rich etc). In today's society when more seems to be more, people are leaning towards logo brands which announce themselves so you do not have to.
Gone are the days of being subtle about wealth, thanks to today's pop culture and the look-at-me society we find ourselves in, people are no longer interested in being subtle. This goes a long way to explaining the resurgence of the Fendi logo which is instantly recognisable with a large price tag to boot.
Kim Kardashian, Hailey Baldwin, Rita Ora and Keyshia Ka'oir have all made appearances more or less looking like Fendi adverts, in the brown graphics from head to toe. Kim Kardashian posed in Fendi everything down to her fur coat for an editorial in Odda magazine whilst her sister Kourtney was seen grabbing dinner in a monogrammed sheer skirt. Once it appears on a Kardashian, you know it has been cemented as a trend and all of a sudden, Fendi is everywhere.
Our very own Tiwa Savage attended Homecoming fest dressed head to toe in the label. She rocked a crop Fendi jumper with sheer logo tights and showed that she too, has her finger on the pulse of everything trending.
Most recently, Nicki Minaj announced her return to claim her throne as the number 1 female rapper by dropping rather racy artwork for forthcoming single 'Chun-Li'. On it, the New York native wore a cropped Fendi fur jacket and a tiny Fendi thong. The entire look was reminiscent of a vintage Lil Kim look but that comparison could fill another feature article so we will end it there.
At the latest Milan Fashion Week, Fendi debuted their Fall 2018 collection and it included a logo-print dress, leggings, trench coat and bag which further proved the house's dedication to the theme.
With Fendi flooding the market, it may spell the end for Gucci. It's quite clear that both brands that are so well known cannot occupy the same space equally, one must come out on top. If the latest numbers are anything to go by, it seems Fendi might have Gucci pipped to the post.
Watch this space!