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Logomania is the latest high-end trend to hit the mainstream, with the return of the branded insignia in fashion.
Australian mass retailers Sportsgirl and Country Road, along with designers Aje and The Upside have reported a spike in demand for logo-printed items.
“There are times in fashion where you will not see a logo,” said The Upside founder Jodhi Meares said. Now, logos are everywhere: on T-shirts, jumpers, caps and accessories.
The trend follows luxury labels Balenciaga, Fendi, Ralph Lauren and Celine, which stamp theirs on everything from caps to puffer jackets and bags.
Global trend forecaster and shopping platform Lyst said French label Marine Serre – known for its moon-shaped print seen on Lara Worthington and Beyonce – was “most wanted logo of 2020”.
Supermodel Bella Hadid launched Hugo Boss’s collaboration with Russell Athletic, wearing a logo tank and shorts.
Searches for logo baseball caps were up 85 per cent since the start of the year with logo styles by Prada, Balenciaga, Gucci, Nike driving the most searches Lyst revealed.
Ralph Lauren has noticed an “increased interest” in its signature branded caps across the Australian market.
The Upside founder Jodhi Meares said logo tees, tanks and sweaters were in huge demand.
“(The Upside) muscle tank, our original horseshoe tank, is what accidentally branded us,” Ms Meares said.
“I liked that traditional horseshoe (shape), it conjured up college and a certain time in tracksuiting.”
“We didn’t know that at that time, wearing logos was OK again. There are times in fashion where you will not see a logo.
“That was massive, the muscle tank is a staple.”
SPORTSGIRL REWIND
In a nod to 90s nostalgia, fashion chain Sportsgirl brought back its signature sporty logo range, in a collection dubbed “Rewind”.
“The logo trend is huge, and it is definitely here to stay,” Sportsgirl general manager Leah Summers said. “Our logo is the brand’s signature identity, however, recently we have seen the interest towards our logo and heritage pieces increase even more.
“We are noticing a shift in customer’s attitude towards brands and finding that
emotive brand connections are now a higher priority – consumers want to relate to
the brand’s they are spending with.” So who is wearing it?
“Sportsgirl Rewind attracts two types of customers, one for a hit of nostalgia with styles inspired from the archives and the second tends to be the Gen Z trend-led consumer who wants to align with an authentic heritage brand,” she said.
Aje chief executive Adrian Norris said the logo category was “continuing to grow”.
“We do feel like we led the designer tee shirt wave all those years ago,” Mr Norris said, of Aje’s signature branded tees with “Aje” written in cursive across the front, back or the sleeves.
“A good tee is hardworking in terms of value and wear. For our customer, the logo aspect of the brand feels familiar. It’s effortless – easy to style, cool – looks fashionable and ultimately is affordable.
“Our brand loyalists will buy the new seasonal updates for themselves, collecting Aje tees each season.”
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