The logomania trend is showing no signs of slowing down. Now you have more reasons to add some logos to your wardrobe. By Mughni Che Din
THE RISE OF LOGOMANIA
The logomania trend dates back to the 1920’s when Coco Chanel introduced the now iconic interlocking double C’s onto her designs and is now one of the most recognizable logos worldwide until today. However, the trend truly boomed in the ‘90s in response to the US economic boom as branding found its place in fashion as a medium to represent wealth and status.
The Iconic Chanel store at 31 Rue Cambon in Paris back in the ‘40s.
PIONEERS OF LOGOMANIA IN THE NINETIES
Brands like Calvin Klein, Christian Dior, Louis Vuitton and Tommy Hilfiger were some of the top pioneers of the logomania trends back in the Nineties as they emblazoned their trademark logos all over clothes, shoes and bags.
From left: Calvin Klein ad in the ‘90s, Dior ad in the early 00’s and Louis Vuitton ad in the ‘90s
LOGOMANIA STYLE STARS
It was not long until celebrities embraced the logomania trend. From LL Cool J, Missy Elliott to Aaliyah, this trend was huge hit especially amongst hip-hop and R&B community back in the Nineties and early Noughties.
From left: Aaliyah, LL Cool J and Missy Elliott.
Fast forward to today, we live a generation obsessed with nostalgia; as they say, “What is old, is now new again.” In that regard, it’s only natural for logomania to make a return to the fashion world since its last major cycle in the ‘90s. At the recent Fall/Winter ’21, vintage monograms makes a comeback as designers from Fendi, Chanel to Givenchy proudly flaunting the fashion house’s signature logos on their ready-to-wear clothes, coat, handbags and footwears— with modern fresh updates of course.
From left: Givenchy Fall/Winter ’21, Fendi Fall/Winter’21, Chanel Fall/Winter ‘21
It seems like everyone is excited to walk the streets in Balenciaga T-shirts or Gucci tennis sneakers. Even logo skeptics are sure to succumb when they see the nostalgic pieces that brands like Adidas and Fila are offering up.
With all that said, now it's your turn to add some logos to your wardrobe and give the logomania trend a go. Here, A-JANE dishes out some inspo to get you started: