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BRANDED FASHION - LOVE IT OR LOATH IT

BRANDED FASHION - LOVE IT OR LOATH IT

Brand logos are extremely popular with current Instagram bloggers and their street style, but they continue to divide the fashion community as a question of taste. Many people wrongly judge their fashion aesthetic around how much their outfit costs, and designer logos are an immediate way to communicate that to the average passer by. Personally, I like the look of a logo, so long as it positively impacts the outfit and is not done to "show off" the brand. Many people feel that any brand logo is done to enforce the brand on others, but if you look deeper than just how much that item of designer clothing may cost, logos are a good example of iconic graphic design, and I personally love the look of a logo (if done *classily*).

The first logo to outwardly show a brand name was the monogram print of French trunk maker Louis Vuitton. In 1896, Louis Vuitton's son, Georges created the pattern in a bid to prevent counterfeiting of the iconic trunks, and so the monogram was born. Today, it divides opinions of taste, and many people dislike its showy, flamboyant design, but I quite like it, and its historical context in fashion branding.

Logos are based on graphic design, and I love graphic design, so for me designer logos are a really recognisable example of very simple art. Brands don't take their label design lightly, in 2012, Heidi Slimane rebranded Yves Saint Laurent, changing it to just "Saint Laurent" and she received a lot of backlash from fashion fans who criticised the new name and modern logo. Slimane later responded, by reminding her audience that originally, Yves set up Saint Laurent as "Saint Laurent Rive Gauche" and the new name was simply a hark back at its origins. But, I personally think this was a somewhat lucky coincidence, as the new logo's font certainly does not reflect the old origins, its so much more modern. I don't entirely dislike the new logo, but it just doesn't have the same rhythm as its predecessor, but, it does reflect Saint Laurent's modern, clean and sleek aesthetic.
The old logo
The new logo

Logos in fashion are really making a comeback. This season has seen brands like Balenciaga, Saint Laurent and Gucci all releasing heavily branded pieces, and I think it's worth noting that this influx in logos reflect the increase in the "vintage" aesthetic that is becoming extremely popular. The 90s is influencing fashion culture at such a fast pace, and so these high end pieces below showcase this. Fashion retailer platforms like depop and oxfam online are a large factor in this vintage aesthetic, as discounted logo clothing from the 90s appeals to younger audiences where purchasing full price clothing is not an option, and so they purchase it, wear it and it becomes extremely trendy.


So, love it or loath it; logo fashion is on trend, and looks here to stay for the time being. I personally like logos in fashion, but only if they positivly impact the outfit.




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