PARIS, FRANCE - MARCH 04: Lisa Pedigrew wearing Fendi hoodie, Off White bag, flared pants is seen during Paris Fashion Week Womenswear Fall/Winter 2018/2019 on March 4, 2018 in Paris, France. (Photo by Christian Vierig/Getty Images)

Fashion History – Logomania

If you are proud, say it loud.

This exemplifies the Logo trends of the 80s and 90s and it’s making a big comeback in the 2010s in luxury brands, street wear and more (Eckardt, 2017 & Cheng, 2018). You can see it everywhere around the world, especially in China (Daily, 2018).

Known as “Logomania” its resurgence is part of the larger ebb and flow of trends recycling it self and finding new life in a new decade. Logomania comes after a decade of minimalism. Minimalism is the complete opposite of Logomania, where it thrives on being obvious, loud, and over the top. Minimalism was about going back to basics, simple shapes, and where less was more. It which coincided with recession, and the larger overall trend of minimalism not just in fashion but in design from architecture to websites.

But as the years moved from the 2000s to the 2010s, there a key trends that drive the trend of Logomania. The biggest one is the rise of social media (Choufan, 2018) where it is easier to show the brand you are wearing with a logo, and where there is incentive and positive feedback when brands are easier to see in photos. Logos send a message besides the obvious capitalist consumption. Logomania is not just a symbol of wealth of the bull market of the 2010s, which was the main driver of the 80s and 90s Logomania, the 2010s is about show is ironic, tongue-in-cheek and a celebration of these brands in a sort of the response of the huge faux brand market (Groce, 2018).

How long this trend will last? Time will tell. Personally, I’m a fan of both minimalism and Logomania. I enjoy the bold, stand out logomania design, especially when it’s paired with a minimalist item.

Let me know your thoughts on the trends, and some of your favourite outfits from “Logomania”.

Work Cited

  • Cheng, A. (2018, February 08). Flaunting Logos Is Making A Fashion Comeback. Retrieved from https://www.forbes.com/sites/andriacheng/2018/02/07/flaunting-logos-is-coming-back-into-fashion/#6156d64d8723
  • Daily, J. (2018, January 30). Flashy logos are making a comeback in China. Retrieved from https://www.scmp.com/magazines/style/news-trends/article/2130335/flashy-logos-are-making-comeback-china
  • Eckardt, S. (2017, August 04). High Fashion Logos Are Making a Comeback, Thanks to Calvin Klein, Gucci, and the Hadids. Retrieved from https://www.wmagazine.com/story/fashion-logos-trend-guide
  • Groce, N. (2018, August 04). Will the ’90s Logo Trend Last? Here’s What the Experts Have to Say. Retrieved from https://footwearnews.com/2018/fashion/trends/logo-mania-trend-90s-fendi-fila-asics-518423/
  • Minoza, C. (2018, March 05). A Brief History of Designer Logomania. Retrieved from https://bagbirdy.com/history-of-designer-logomania/
  • Oliva, S. (2017, March 16). Designers who shaped 90s minimalism. Retrieved from https://www.vogue.it/en/fashion/trends/2017/03/17/designers-who-shaped-90s-minimalism/?refresh_ce=
  • Op-Ed | Logomania? Blame the Hipsters. (2018, February 10). Retrieved from https://www.businessoffashion.com/articles/opinion/op-ed-logomania-blame-the-hipsters

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