Looks like fashion’s current obsession is with ‘Go big or go home’ with a serious case of logomania — meaning logo outfits. “The trend owes its roots to the ’80s fashion scene where rappers like Eric B. and Rakim established a social relationship with Gucci and donned it,” says director of KALKI, Nishit Gupta.
When the ’90s came, Louis Vuitton, Dior and Calvin Klein among others had logos all over their garments and accessories. During this time, wearing tees with slogans was almost symbolic of one’s entry into the ‘grown-up club’, or a tribe in general. “Now the logos are about the status symbol and even have an artistic or political meaning,” explains Nishit.
“For a while now the fashion industry was following the minimalistic route but come last year fashion houses like Gucci, Fendi and Balenciaga, to name a few, have brought back the ’90s trend of the logo fashion, only this time it’s bigger, brighter and brasher than ever,” points out designer Anjali Bhaskar.
Wear it like them
The love for logo has been very prevalent amongst celebrities this season and everyone seems to don the trend with aplomb. From dresses to OTT jackets and bags, Bollywood and Hollywood stars prove that there is no going wrong with these logo outfits. Celebrities are channelling their inner maximalist with these numbers.
We have seen Rihanna, Hailey Baldwin, Gigi Hadid and others donning it in the west. It is no different here. “From Sonam Kapoor Ahuja stepping out in a Fendi jacket with a matching bag, to Kareena Kapoor Khan’s Gucci T-shirts and sweatshirts featuring the brand’s logo, these celebs have struck the right cord with the logo trend,” says Nishit.
While Karan Johar’s Balenciaga jackets and tracksuits with the labels printed on them make for stylish travel outfits, Priyanka Chopra’s athleisure-inspired number by Fendi makes us want her wardrobe right away. “Kylie Jenner took the trend to a whole new level when she stepped out in California with her Fendi logo stroller, a matching mini dress and belt bag all in sync. Talk about going big, huh?” quips Nishit.
Sporting such outfits could be tricky since it’s a little overboard with prints all over. “Hence, it requires some serious style stamina and it’s definitely not for the classic lovers,” says Anjali. Having said that, one could always keep it simple with just an accessory sporting the brand. “You can also pick a logo crop T-shirt for your daily errands, or a graphic tee if you don’t want to go overboard.
Pair these with a metallic pleated skirt to make the right noise,” suggests Nishit. One can also style their work outfits with a label Gucci belt or add an applique logo T-shirt to their outfit. “Alternatively, go for stylish co-ords with logos all over, or opt for a plain outfit and accessorise to stay relevant,” adds Nishit. If one does choose to flaunt this trend they could go head to toe in the logo look or start with a safer bet of trying out the look with a logo bag or belt.
“It can be worn for a casual day out or to a party depending on how you choose to flaunt it,” says Anjali, adding, “My most preferred way of doing this would be a T-shirt bearing their confident lettering.
How big is too big
With this gender fluid fashion taking the fashion scene by storm, designers recommend not shying away from going overboard with logos. “Rocking this trend is a personal expression of one’s comfort and presently, it’s the season of going big and brash and all out with making a statement with your logo purchases,” suggests Anjali.
Therefore, currently nothing is too much. “A fanny pack, a logo belt, heels, and an OTT jacket can also make you look as good as a simple logo tee with a well-fitted pair of denims,” says Nishit.
Logo mania is a bona fide trend this season. It’s all about making a statement and nothing is too much. Subtlety is gone and not missed. “There was a long spell of minimalism and now people have a fashionable option of flaunting their luxury purchases. This trend is resonating well with the youth,” affirms Anjali.
“From mainstream brands coming up with labelled T-shirts to big luxury houses like Gucci, Versace, Chanel, and Fendi bringing back branding in full force, the logo-driven trend is here to stay. It isn’t dying anytime soon,” predicts Nishit. Go, be a head turner.