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Runway Alert: Printed Denim

The denim category is finding its own groove in the logo mania trend.

While the trend has already gifted luxury and streetwear brands with some of its best-selling items in 2018, fashion houses are moving beyond belts, socks and handbags in their Spring ’19 collections by adding prints and logos to denim.

All-over logo prints were an easy choice for Iceberg’s athleisure-inspired Spring ’19 collection. The Italian label decorated men’s denim shirts, jackets and jeans—belted with a neon green cord—with deconstructed laser printed logos. The pattern was repeated on women’s cropped jean jackets and denim mini-skirts with a front zip.

French label Études spelled out its name across denim button-down shirts and jeans in its men’s line. The name was embroidered across the garments in ticker-tape fashion. Off-White also featured jeans embroidered with its moniker. The loopy cursive embroidery contrasted the baggy raver-style jean silhouettes.

Other brands put their mark on denim with abstract prints.

In London, Charles Jeffrey Loverboy presented 100 percent cotton denim pieces scrawled with scribbles inspired by classroom chalkboards, while Atsushi Nakashima carried a geometric print from jeans all the way through bags and suspenders.

And expect to see more printed denim enter the fray as more brands—including denim giant Levi’s—adopt laser finishing. The sustainable technology allows brands to produce localized, even customized patterns, with precision.