Issue 53
Logomania
This season, forget all about the modest mantra of "less is more"
and show yourself and your brand royalty bluntly and blatantly to the world with as many logos as you want.
Show me love. What is the most blunt and blatant way to show off our love and respect for the brands we love to the world? Wear the logo! From Chanel’s linked C’s to Gucci’s double-G to Versace’s medusa head, the logomania phenomenon gained momentum in the ‘90s when rappers and hip hop stars, like Puff Daddy, 50 Cent, Jay-Z and Missy Elliott, appeared on the scene inspiring runway collections with their unprecedented street cool. Indeed, photographer David LaChapelle immortalized the trend of the period with an image of Lil Kim covered by Louis Vuitton logos all over her voluptuous naked body.

This season, Louis Vuitton logos once again set the pace of the full-on trend, as designer Marc Jacobs sends model Edie Campbell out onto the catwalk opening the fashion show wearing the brand’s logo over her whole body. Ms. Campbell not only flawlessly flaunted Stephen Sprouse’s playful graffiti-style logo design for the French maison, but also delivers a clear-cut message: if we love a brand, don’t hide it. Wear the logo. Show the logo.

Designer Alexander Wang was a teenager when wearing logos from head to toe first became a big thing. He observes, “Fashion was really fun, it wasn’t so serious.” Joining the wagon of fun this season, Mr. Wang revives the trend by injecting a technological edge to his monochromatic collection repeating laser-cut “ALEXANDER WANG” prints on a black over-the-knees pleated dress. It is innovative details like this that once again make us concur with Kanye West’s lyrics and rap “spending everything on Alexander Wang”.
This season, we can be instantly recognized in our favorite designer brands. Donna Karan celebrates the 25th anniversary of her label DKNY by thoroughly immersing the collection with its distinctive logo. In London, Fyodor Golan flashes a bold FG on sweatshirts, while Zoe Jordan spray paints her logo on tees. If you are looking for designer iPhone cases, belts and small clutches, be ravished by Versace and Haas Brothers’ collaboration, as the golden Medusa logo dazzles glamorously and proudly on the accessories.

It is not only about designer logos, but also everyday consumer brands, as the Coca Cola logo fizzes up Ashish’s electric blue and red tops accessorized with Tesco-inspired bags.

Now, the vibe of the streets has changed. While music stars like Kanye West, ASAP Rocky and M.I.A. contribute to fashion by wearing it, singing about it and in M.I.A.’s case launching a collaboration with Versus, it is our duty to identify who we are by wearing whom we love.


Photography by Anya Holdstock; styling by Marilia Chamon; make-up by Adele Sanderson; hair by Dave Noble; model: Claire Collins / IMG Models; stylist’s assistant: Cassie Liu.Special thanks to Owen from IMG Models.
Words by Nika Mamonova
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