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Runway Alert: Logos and Lingo

Logo mania has many spawns. The trend that began with the convergence of the athletic, street and luxury categories has manifested into printed denim, statement tees and meme-inspiring couture gowns for Fall/Winter 19-20.

Vetements and Iceberg—two brands that joined the logo bandwagon early on—carry on with laser printed denim.

In a collection that spanned electric-hued après ski streetwear, to ’80s-inspired licensed Disney knits, Iceberg also diced and spliced its logo in various ways across puffer coats, hoodies and headbands. The Iceberg logo also appears in a bandana-inspired print on dark indigo button-down denim shirts, jeans and denim/puffer hybrid jackets.

Vetements designer Demna Gvasalia’s statement on censorship and technology transpired into a range of tees and sweatshirts with messages like “Parental advisory” and “I survived swine flu.” The designer also reinterpreted familiar corporate logos like Mastercard and Coco-Cola, as prints on baggy jeans and oversized long-sleeve shirts.

The New York Post’s scandalous headlines inspired Jeremy Scott’s fall collection. Indigo jeans, jackets and overalls were the only pop of color in the black and white collection embellished with deconstructed newsprints and words like “psycho” and “killer.”

Other designers kept it simple. M1992 presented men’s and women’s rugby shirts with “suburbia” across the chest. “Turbo” decorated the front of MSGM’s T-shirts in a collection inspired by Formula One. Italian sportswear label United Standard opted for positive vibes with sweatshirts that said “spirituality” and reminded people to “reduce, re-use, recycle.”

And in an haute couture twist, Viktor & Rolf made a very literal fashion statement with deceptively sweet pastel tulle ball gowns will demands like “No photos please” and “Give a damn” on the front.