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From Supreme to Fendi, Fashion Reached Peak Logo in 2018

Logos flexed their muscle in 2018 across men’s and women’s streetwear and luxury categories. And the fervor of logo mania is reflected in global fashion search platform Lyst’s 2018 Year in Fashion report.

The platform examined more than 100 million searches from 80 million shoppers to find out what brands and trends were trending online and across social media in 2018.

Streetwear stalwart Supreme lived up to its name, ranking No. 1 on the report’s list of brands with the most wanted logoed products in 2018, and earning it the title of “fashion’s hottest status symbol” by Lyst. Searches for the brand increased more than 1,000 percent during drops for its sough-after collaborations with Nike, Lacoste, Levi’s and more.

Collaborations with Timberland, BEAMS and Beauty & Youth, along with a revived classics collection, helped Champion earn its second-place spot on Lyst’s logo ranking. Lyst reported the brand’s logo items like sweatshirts, fanny packs and even kimonos were searched for more than 3,000 times a month in 2018.

Fellow athletic-meets-streetwear label Fila ranked third. Compared to Balenciaga’s $950 Triple S sneaker, Fila’s $65 Disruptor was the fanny pack-friendly “Dad” shoe of choice for many Gen Z and millennial consumers. Meanwhile, its high-end collaboration with Fendi served retro style with co-branded T-shirts, furry slides and backpacks.

Luxury players Prada, Fendi and Gucci nabbed spots No. 4 to No. 6. Accessible logoed accessories like socks, pool slides, tights and belts proved to be a boon for the brands.

Prada made “luxe logo tube socks” a thing in 2018. The year also marked the return of the luxury brand’s flame heel, which Lyst reported was viewed more than 45,000 times in August.

Fendi’s FF “Zucca” monogram tights sold out worldwide after Kim Kardashian West posted a shot of her donning the stockings.

Gucci’s logo belt was the most consistently sought after item in The Lyst Index of hottest products and was searched for more than half a million times in 2018. Gucci even found success with its bootleg collection of “Guccy” logoed products with Harlem-based tailor Dapper Dan.

Kappa entered the fashion vernacular once again in 2018, ranking No. 7 on Lyst’s hottest logo list. From slides to track jackets, Lyst said views of products featuring the Kappa logo were up 51 percent year on year.

Vintage Versace logos and jewelry featuring the brand’s iconic Medusa head logo helped the Italian label secure its place as No. 8 on the list. Louis Vuitton ranked No. 9, as consumers continue to search for classic monogrammed bags, wallets and belts.

Controversy helped Celine round-out the list at No. 10. Lyst reported that searches for “Céline” bags from when Phoebe Philo was at the helm spiked after its new creative director Hedi Slimane debuted a new logo sans accent.

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