July 24, 2017
Name Is Cool Again
It started with the Resort 2017 collections with brands like Gucci, MSGM and Chanel making it clear that there’s nothing wrong with openly declaring just who you’re wearing. The theme continued with the Spring 2017 offerings as Christian Dior brazenly printed its name on exposed straps and exposed underwear (other fashion houses like Versace opted to confine self-promotion to less revealing items). Dior kept the logo train on track by plastering its recent Pre-Fall 2017 collection with tons of personal references, from punchy ponchos to bags boasting slide-through grips emblazoned with gold lettering. And we even saw logos popping up on both the runways of the Fall 2017 menswear shows and on attendees.
As per usual, select street style stars seemed to be ahead of the trend as quite a few were captured going to and from the Spring 2017 shows decked out in name-brand insignias from Gucci, Balenciaga, Supreme, Moschino and more. Celebs have also been going loco for logos in recent months. Kendall Jenner turned heads at a recent Lakers game when she showed up courtside in a Dior Addict tee. Rosie Huntington-Whiteley, Jennifer Aniston and Dakota Johnson have all been spotted keeping their pants up with Gucci’s now infamous double G belt. And fashion insiders like Veronika Heilbrunner demonstrated how to score by transforming a classic logo-clad topper into the epitome of athleisure goals.