Logo mania has gone global. The simultaneous trend for streetwear, ironic luxury, athleisure and ’90s fashion is culminating in a whole new style that puts logos and messages front and center.
Denim remains a go-to canvas for embroidered logos and branded side taping. Jean jackets by Balenciaga, Gucci and most recently, Fendi, have become part of the street style uniform.
The new Fendi and Fila mash-up is the latest high-low collaboration to warrant a double take on the street. The collaboration plays on synergies between the brands’ logos, yet it has a bootleg look—a theme initiated by Gucci with its collaboration with Dapper Dan, and again with Diesel, which released product with misspelled logos this past summer.
Designer Christopher Kane’s $225 statement T-shirts “More Joy” and “Sex” caught the attention of fashion week goers as well. Others expressed politically-charged messages through their fashion choices, a trend that kicked off during the worldwide Women’s March in 2017 and hasn’t slowed since.
How to get the look
Classic logo tees were among Levi’s bestselling items during Q2. The brand is keeping the momentum for logo fashion going with a robust line-up of vintage fit jeans for women with branded side taping and Hi-Ball Roll jeans for men with “Levi’s” printed stripes.
When it comes to ironic luxury, Balenciaga has hit the nail on the head with its logo-adorned denim/windbreaker hybrid.
Madewell feeds consumers’ appetite for retro-inspired, chain-stitched denim with this uplifting classic jean jacket with an oversized fit. The brand also offers monogramming service for all of its denim pieces to make your own branded signature.