Fashion is starting to ditch the ostentatious logo for something far more subtle.
The days (or nights) of the flashy fashion logo - think gold Gucci buckle or shiny Chanel bag badge - are, for now, seemingly over. The new logoless movement may not necessarily be a sign of style humility as much as a “let the material speak for itself” moment.
Are the days of spotlighting the luxury logo over? Fashion wholesale platform Joor reported that North American sales for logo-heavy products have dropped a whopping 43 percent this year. No wonder major fashion houses have taken note of this and other stats - they are now investing more in their more logo-light brands, like LVMH with Loro Piana and Kering Bottega Veneta.
And the finalists for the LVMH Prize, one of the top awards in fashion and a signal of coming trends, were much more focused on the materials than the logo, reports TheFutureParty.
In the words of Basile Khadiry, who co-founded renowned French menswear review L’Étiquette, “A lot of people no longer feel the need to distinguish themselves with a logo to show what tribe they belong to. They’re ready to love clothes for other reasons: the quality, the style.”
In fact, fashion psychology is beginning to uncover how spotting the logo of a brand we know and like on another person triggers the same part of the brain responsible for processing human relationships, says Medium.
Be that as it may, less blingy, less logo obsessive fashion statements will surely be appreciated by most people. Some people are calling it 'quiet luxury'.
Why Companies Are Debranding: In recent years, some of the world’s biggest companies have discarded depth and detail to “debrand”. But what prompted this landslide of logo debranding? Bloomberg Opinion's Ben Schott breaks down this trending direction of brand identity. 3 minute video...
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