Labels are determined that their customers won’t ever have to answer the question “who’s that by?” for Pre-fall 18 as the logo takes centre stage and signals the wearer’s good (or maybe bad) taste from 20 paces.
Logos can crop up anywhere and the choice is wide as to how big a commitment needs to be made. It’s a trend that works best for casualwear, but Maria Grazia Chiuri’s Dior has already shown us in previous season how it can add an edge to dressier looks too and that has made designers a little bolder this pre-season.
Whether consumers will be enthusiastic enough about the trend to buy a coat with the brand name down the sleeve or a dress with it working its way down the hem, or down their trouser legs is open to question. Unless the item is a low-price throwaway piece, it’s a big ask to get someone to buy into the look. Perhaps a slogan rather than a brand name might work well here as wearing some kind of elevating message is likely to stay in fashion’s mainstream for a few season yet.
But there are other ways to incorporate logos prominently without leaving us with something that might feel wrong a year down the line. The trend works well as a discreet logo on a top, as a way to add interest to a scarf or belt, incorporated into a larger, more imaginative design on a tee or other casual top, or as a monogram on a bag.