Apparel Online India Magazine April 1st Issue 2018 | Page 36

FASHION BUSINESS
STATEMENT
LOGOS & BRANDED
NARCISSISM FOR
2018
B
rand Logos: The gift that keeps
on giving! If you look at the
history of logos and labels as a
trend, you would think that people
would have had enough by now.
But creating larger-than-life brand
identities and communicating them
in ways that people relate with, is an
integral aspect of fashion, a trait that
many strive to excel and achieve for
their brand.
It is also true that once you have an
established name, it is one of the most
self-indulgent trends and say what
you may, but fashion is a frivolous-first
world and we love a good personal
branding trend. Thus, ever since their
surge in the early 1980s, ‘logomania’
has gone in and out of fashion several
times. Thanks to creatives like
Alessandro Michele of Gucci, Demna
Gvasalia of both Vetements and
Balenciaga as well as few others, the
manic logo obsession is back in full!
A fairly easy way to execute value
addition, here are few themes and
ideas to consider while instating the
logo trend’s return in your collections.
It is a trend that certainly needs to be
watched carefully, because though it is
just at the initial stages of picking up,
when it might become a major trend is
any ones guess.
HEAVY BACKING
FROM THE SPORTS AND
STREETWEAR MARKET
Baja East
From T-shirts, hoodies and
sweatshirts to dresses and jackets
– there is hardly a place left on the
garment where designers haven’t
slapped a big fat logo. The
highlight though, is to
see how even the most
convention-loving heritage brands
are completely redoing their logo
36 Apparel Online India | APRIL 1-15, 2018 | www.apparelresources.com
Fendi x Fila
with a bit more millennial-friendly
streetwear touch.
For example, Italian fashion house
Fendi linked up with Fila and re-made
its logo as a monogram in softer, more
approachable curves. Valentino took
to using the acronym VLTN instead of
its full name in its latest collection, the
typeface looks clean and the campaign
was created on a basketball theme.
Urban fashion and sportswear in
general are actually the main driving
force behind the logo’s homecoming.
Some might even credit cult favourite