90's Fashion is Back and so are Flashy Logos
Updated: Apr 13, 2018
When Vetements’ Demna Gvasalia sent designer Gosha Rubchinskiy down the runway in a canary yellow T-shirt emblazoned with the DHL logo last year, it sent retailers into a frenzy. The T-shirt was an ironic, tongue-in-cheek play on the power of branding, taking something from the everyday and turning it into a symbol that became cult, cool and coveted. To an outsider, it was a DHL T-shirt; only a select few would know that the garment's label read Vetements.
That the £185 ($248) tee sold out almost instantly is no surprise. But Gvasalia did more than create a sellout. He re-ignited the kind of logomania last seen in the 1990's, when everything from belts to bags and T-shirts was overtly branded by all luxury labels including Louis Vuitton and Prada. To the fashion industry, the DHL T-shirt was a refreshing antidote to the prevalence of minimalism being championed by brands like Celine for several seasons. The logo of a delivery service — a courier — became a fashion statement.
The logo also signifies a shift in consumer priority, where, in a social media-driven world, branding matters. Instagram is perhaps the ultimate enabler of brand visibility - the use of tags and hashtags has meant that brand names are now so much a part of the consumer vernacular that in some ways, slapping a logo on a T-shirt is the next evolution of this. It also allows customers the chance to buy in the cachet of the brand at an entry-level price point.
At Buying Intelligence, we are seeing an expansion of the number of signature logo apparel products offered in many ranges.
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