Y2K designer logos are back, but not quite as you remember them

Fendi, Louis Vuitton, Marine Serre, Loewe, Gucci, Versace, Balmain, Givenchy, Valentino: each brand created their logos in their own way for fall 2021, and each felt new and fresh. After all, the Gucci x Balenciaga collection, which could be considered the most buzzy crossover of the year, was full of what else? A few touches of the brand’s two logos. Even in the middle of Spring 2022 Fashion Month, logos were on the rise. Who could forget Tom Ford’s iconic logo bras, Versace x Fendi, or Moschino’s chunky pastel necklaces from recent runways?

Logos were displayed on the Moschino and Tom Ford Spring / Summer 2022 catwalks.

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“In recent years, fashion lovers seem to have fallen into one of two camps: big monograms or more minimalist logos,” explains Morgane Le Caer, content manager at Lyst. However, thanks to recent collections and collaborations, most notably the Gucci and Balenciaga ‘hack’, which quickly became one of the most discussed catwalks of the year, the bold logos seem to have taken the edge off their more modest counterparts. . “According to Lyst, over the past six months, interest in logo and monogrammed items has increased by 39% and 36% respectively, with the most popular brands being Gucci (+ 54%), Prada (+ 42%). ), Balenciaga (+ 25%) and Fendi (+ 18%).

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So what’s behind the logo’s meteoric rise in 2021? We can attribute much of this to a new obsession with Y2K fashion. Think vintage Dior saddlebags, Louis Vuitton clutch bags and the comeback of Ed Hardy beloved by fashion designers (today that translates to famous faces like Bella Hadid and Addison Rae). Aesthetics can even be seen in the highest echelons of the fashion world. Take the runways of fall 2021 for example. There were the ultra-low pants from Blumarine, the little sequined dresses from Chanel with short UGG-style boots, and the studded silk slipdresses and fur boots until the end. ‘to Miu Miu’s knees that looked like a Y2K raver or an après-ski bunny, depending on their style. .

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Bella Hadid as Ed Hardy, Tamu McPherson with a Dior Satchel (ImageDirect).

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From TikTok to Depop, a younger generation is now embracing both the cemetery brands of the early 2000s and the luxury culture of the 2000s, like the Dior monogram mini bags of the Galliano era. “Logos and retro styles are gaining popularity as the next generation of consumers reflect on items from the past,” says Chelsea Davignon, fashion trend forecaster, Fashion Snoops. “In the case of millennials, the retro brand can look like early style identities or sentimental first buys, while Gen-Zers look for items that were never part of their wardrobe but still evoke a comforting sense of familiarity. ” There’s no doubt that fashion is bridging the generation gap right now, whether it’s through a Von Dutch cap from the early days of Paris Hilton or an Anna Sui baby logo t-shirt from the late ’90s.

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Top left: Chanel fall / winter 2021 show; top right: Sarah Jessica Parker wearing the Dior Saddle Bag in Sex and the city; bottom left: Nicky Hilton in a Von Dutch trucker cap with Paris Hilton; bottom right: Meagan Good wearing baby t-shirt and LV pouch.

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“2000 was an era where anything goes, fad at all costs,” says Anna Pompilio, senior strategist and trend forecaster at LPK. “More was more, and it was awesome. I would say that today we are living more or less the same attitude. We traded in the unassuming, quiet luxury that has been at the helm over the past few years for overt extravagance and maximalism. Logos are a big part of this. According to Pompilio, there are two main reasons the logo got so big in 2021: the desire to get dressed in a post-pandemic world coupled with a nostalgia for luxury, which has become so easily accessible thanks to logos, as well as security. intrinsic and classicism offered by a logo, something that throughout history has symbolized status, craftsmanship and quality.

As sweatpants and t-shirts became more and more common during the pandemic, the appearance in logo designs revealed coded luxury or other messages that looked like a special type of disguise. We’ve been isolated too, and sometimes nothing brings people together more than a well-known logo, whether it’s a first Dior monogram Gen Z adores or an Ed Hardy t-shirt the millennials cherish it and find it ironic.

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Marine Serre Fall / Winter 2021 collection.

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Louis Vuitton adopts the logo trend.

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The industry, of course, sees trends come and go, but there was a period that wasn’t really caught up in logomania. So its resurgence now looks refreshing, especially against the backdrop of how designers use their logos. While household names echo classic codes of the past, emerging labels relish the new power of a logo, which can fully define the aesthetic of an entire brand. Just look at Telfar. The burgeoning brand became distinctive for its bags flanked by the monogram inspired by the name of its founder, Telfar Clemens, which became so prevalent in parts of the cool Brooklyn kid that it earned the nickname “Bed-Stuy Birkin” .

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Vegan handbag brand JW Pei, which has drawn top fans ranging from Gigi Hadid to Megan Fox, is also making its logo a powerful statement. For fall, the brand is launching a new collection of mini bags incorporating the brand’s logo, a stylized version of the Chinese character, 非 (Fei), which is part of the founder’s last name, 裴 (Pei). Translations of the character,, include “not conforming to” as well as “extraordinary”.

“There are so many products in today’s saturated market, most of which are looking more and more alike every day,” says JW Pei founder Stephanie Li. “We wanted to tap into our own version of the “Logomania”, but in a cool and different way from how we’ve seen it done in fashion so far. We are changing our logo from a wordmark to a symbol derived from a Chinese character to make it more recognizable and honor our cultural heritage. “

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Gigi Hadid wears a JW Pei handbag on an outing in New York City.

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Nomasei is another new brand that is reinventing the use of the logo. Founded by Dior, Chloé and Louis Vuitton veterans Paule Tenaillon and Marine Braquet, the sustainable footwear brand finds creative use for its iconic hand logo: you can find it on zipper pulls, medal emblems and even the soles of their shoes.

“Our hand symbol reflects our philosophy; it’s a hand because of our name, Nomasei, which is a game of ‘six hands’ in Italian—mano for “main” and sei for “six”, explains Braquet. “These six hands are ours, and the other two refer to each person who participates in the process of making Nomasei a reality. From the trainee to the end customer, including each craftsman and worker and any employee involved in the process. The idea is to value all those people involved, because it is easy to dream alone, but it takes a village to make it happen.

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Versace Fall / Winter 2021 Show.

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Fendi Fall / Winter 2021 collection.

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As the world continues to rethink the archaic status quos, so does the logo. No longer a symbol of luxury, the 2021 logo is more about identity – it’s a message, a camaraderie, a movement. “The influx of support for small businesses during the pandemic may play a role in increasing logos showing proudly,” Davignon said. “As we continue to channel our support to young talent and various pools of fashion novelties, wearing our favorite brands on our sleeves acts as a way to show who we support. ”

So think of the logo as the strongest fashion message of the future, whether it transcends generations through Y2K style or presents the story of a brand in the making.

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