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.
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.
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.
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.