Bringing fashion brands and logos to the forefront with meaning
The upcoming Autumn/Winter collections announce a great profit for the clothes and fashion industry, especially with apparel featuring printed logos or brand names.
The emerging popularity of brand names, logos, coat of arms and initials on clothes
The popularity of this trend is linked to the way that social networks are promoting apparel and making it appealing to the younger generation. In fact, nowadays, young consumers scrutinize each photo to know the origin of any model’s clothes. Of course, this is not always obvious among the confused and continuous stream of images that are broadcast where some are even overwritten by other social network users. In addition, the hashtags do not necessarily identify the right label or brand used by the model.
Appearance of brand signs began with politicians
The official return of the external brand signs and names on clothes began last January with several politicians. A few hours before Trump was elected, Demna Gvasalia, the artistic director of Balenciaga reappropriated the campaign signage by having of the democrat Bernie Sanders’ name printed on large quilted scarves to represent the French House.
Fashion shows and designers are pursuing the trend
During the fall and winter shows in New York, several creators expressed their disapproval of the anti-migratory policy of the 45th President of the United States. The Belgian Raf Simons, established in Manhattan and in charge of directing Calvin Klein’s style, presented a personal collection sewn with hearts and initials of the city that never sleeps.
Similarly, in Paris, Pierpaolo Piccioli who signed his first solo collection for Valentino emphasized on two beautiful classic sentences for the brand: “It was the end of the next beginning” and “Beauty is a birthright. Reclaim your heritage” by British artist Jamie Reid. The labels of Dries Van Noten’s suppliers have signed the models of the Belgian designer for their projects.
Another less strong but more subtle display of showcasing a brand was that of Dries Van Noten who decorated all his winter apparel with logos of his suppliers.
The real craftsmen of these looks are not the celebrities
Today, stylists and other art directors have become the real celebrities in magazines, while the real craftsmen and designers who invested efforts in creating the garments are forgotten. In 2017, it is simple enough for a celebrity to just wear any of their creations for the sales of that brand or logo to become a lucrative business, even if they are or are not original creations.
