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On brand: how the logo went from ironic statement to post-logo

In fashion, logos can mean anything: status symbols, signs of resistance or more recently, markers of irony. This spring, it’s all about cutting them up – literally – and starting again

• See our fashion shoot of logos from the spring/summer 2018 catwalks

• Read more from the spring/summer 2018 edition of The Fashion, our biannual fashion supplement

Study fashion over the past 30 years and you would think we should have reached peak logo by now. We’ve had logos as status symbols (Fendi, 1997), logos as jokes (Fuct, 1990), logos as resistance (Bristol Street Wear, 2016), logos as nostalgia trip (Versace, 2018), no logos at all (Céline, 2010) and logos drenched in irony (Vetements, 2016). Where else is there to go?

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