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”.