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Logomania: from runways to street style

The past few seasons we have been witnessing the comeback of 90s fashion on various runways. Some of the 90s key pieces have in fact been back for a few years (we think about crop tops or chokers). Grunge has also been on trend for awhile, as seen with Saint Laurent’s Menswear S/S 2016 collection. Finally, Minimalism was at the center of the fashion world a few years ago, with the success of brands like Céline and Jil Sander. With all of those styles already shining on catwalks, we could have expected the recent comeback of logomania, one of the main technical trend of the era. Brands like Fendi or Gucci welcomed back their old addiction to monogramed designs.

Missy Elliot, 2004 @REX | Chanel Fall/Winter 1994 @Getty

Christian Dior SS18 @Indigital | Streetstyle outside Fendi FW18 @Anna Palermo for NOWFASHION

Spring/Summer 2018 has really seen this trend start on runways like Christian Dior or Fendi. Although we noticed that brands still tend to be careful with this trend, probably to avoid being too tacky. For now we can mainly see monogramed bags on catwalks. Some designers also went for a classic logo sweatshirt

(like Loewe or Gucci). Of course, Gucci jumped on the opportunity and went an extra mile with big GG necklaces and numerous logo items. Fendi plays a main role in the popularization of logomania in Spring/Summer 2018 with jackets, bags and even tights.

Gucci SS18 | Loewe SS18 @Indigital

Unsurprisingly, this trend easily transferred on our streets. From sportswear to classy, the fashion devotees mixed it up with various styles. Supreme X Louis Vuitton or Off-White offered streetwear alternatives to the trend. Even brands like Chanel and Dior are going back to this technical feature, showing that even chic garments had their spin on the trend. Fendi being one of the main brands responsible for this trend, we were not surprised to see that most of its guests for its Fall/Winter 2018 were wearing bombers, dresses, tights with the logo on them. We’ll see if the following seasons ditch it or make it an even bigger fashion statement.

Dior SS18 @Indigital | Streetstyle outside Fendi FW18 @JOANNA TOTOLICI

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