Apparel Online India Magazine April 1st Issue 2018 | Seite 37

FASHION BUSINESS
Meenakshi Patra, a designer at
Pearl Global to find out what is
spearheading the trend’s growth.
She explained that the logo return is
essentially all about going ‘back to
basics’ in more ways than one.
Versace
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Brands are looking to revive the ideas
that made them popular in the ’80s,
which was a huge period for several
brands like Tommy Hilfiger, GAP and
Calvin Klein. It was the time when
television was the new, ‘cool’ thing
and so all the artwork and graphics
revolved around going big and bold.
“We are taking inspiration from that
iconoclasm of ’80s culture, which
means a lot of retro typeface and
taking in the rich design archives,
kind of turning them over their head
for a fresh outlook,” Patra added.
Irony seems to be a big sub-trend for
the logo; several designers are redoing
their logo’s typeface and even adding
ironic statements that cater to specific
audiences. For instance, eclectic
Jeremy Scott tried to gain Middle
Eastern brownie points by redesigning
his logo with Persian alphabet
typeface in burnt orange. Alexander
Wang did a corporate irony collection
where the logo mirrored a person’s
initials on a credit card shortening
his brand’s name to A. Wang in
the process.
DOING IT FOR THE
SOCIAL MEDIA POINTS
Concepts like the life of a garment and
using materials that are eco-friendly
and conscious of the environment
are increasingly becoming an urgent
norm. Balenciaga’s latest collection
was not that big on its own logo but
rather plastered the logo of World
Food Program, and added a subtitle
denoting their support to the cause.
Because at the end of the day, the idea
is to let people know that you are part
of this cause. It may be a little early before the
trend reaches full penetration for the
Indian export market as few players
like Rajeev Bansal of Celestial Knit
& Fabs told us that their team is
not looking at logos as the demand
continues to surround evergreen
florals and embroideries. However,
there is a common cluelessness
regarding what will be the next big
thing after the evergreen florals
and geometrics. Anshu Saxena
of Mossanite Apparels, who works
with clients all over Europe and UK
mostly, also said that while she’s
seeing the trend happening here
and there, her collections are not
partaking in the logo movement as
the demand is quite lukewarm, as
of now, but it could take a U-turn in
the future.
There is also a sense of social media
friendliness to visible logos, a big
icon is sure to come up in every
selfie posted on Instagram and any
story that goes on Snapchat – a free
marketing tool for any brand. There is a time and place for
everything – the global runways all
seem to be taking a sip from the logo’s
life brewing elixir and it seems like
a good time for the mass market to
explore what it can make of the trend!
Fashion has also become very
controversial as of late. Brands are
directly getting involved in political
matters. This is a very powerful slogan
where ethical branding comes in and
even the high street labels now have
to tackle conversations like climate
change very tactfully.
label Vetements and their DHL
T-shirts to be the main source of thei r
return to pop culture. Everyone wants
a slice of the sportswear aesthetic and
logos have become the direct gateway
to that.
BRING BACK
THE ARCHIVES
The trend is gaining quick popularity
for both men and women; it is
hip for both high-end and high
street brands and also transcends
seasons! Our team reached out to
Balenciaga
www.apparelresources.com | APRIL 1-15, 2018 | Apparel Online India
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