WORDS BY AMELIA BELL
This season, the power of the logo has reached fever pitch. Best served head-to-toe and drenched in irony (see: ‘Guccy’), SS18’s logomania continues the wave of Nineties nostalgia - even the labels who don’t do logos are doing them now. Get to know the designers leading the way...
Demna Gvasalia kicked things off with the infamous DHL bootleg for Vetements. Then just last year, the Balenciaga Creative Director recreated the brand’s logo, inspired by public transportation signage. Needless to say, it’s caught on.
Shop the look: Jacquard Logo Sweater, Grey Cap, Bal Le Bombadier Jacket, Shearling Logo Scarf
Fendi is the latest heritage brand to capitalise on its original logo; calling upon those double-tapping millenials, the 93-year old fashion house has redesigned its classic 1974 logo - the double F-emblem - into one of the season’s most iconic. The best way to wear it? From shoulder to ankle.
Shop the look: Shoulder Bag, FF Logo Coat, Knee High Boots, Double Strap Sandals
With the logo-obsessed hype, also comes a vintage resurgence – and it’s Dior’s iconic Noughties Saddle bag and Trotter tote that we’re desperate to get our hands on right now.
Shop the look: Vintage Logo Jacket, Vintage Mini Trotter Bag, Vintage Trotter Shoulder Bag, Vintage Trotter Tote
In true Alessandro Michele fashion, Gucci has made maximalism SS18’s buzzword - plus a side helping of irony, naturally. ‘With so many Gucci counterfeits, why not play along?’ Michele seemed to say when he sent models down the runway in ‘Guccy’ emblazoned T-shirts and accessories.
Shop the look: Gucci Invite Silk Shirt, Gucci Invite Silk Pants, Gucci Invite Skirt, Gucci Invite Pump