The logo-mania conquests the catwalk

From New York to Milan passing to Paris there is a new trend: the logo.

Reproduce the symbol of the brand is today a normal way to sign, to score the work. Is it self-love or advertising? We can't know it but sometimes we can recognize a brand's signature thanks to the form, a cut of a dress or thanks to how it is designed, combined.

During the last Woman SS18 Fashion Shows we have delighted on the catwalk the collections of big fashion designers and they have embellished clothes and accessories with an unavoidable signature. It is not important if it is basic, strong or repeated on the outfit: it is them, it is a logo.

Indeed Fendi, in Milan, present a bomber with many "F", the Maison's symbol, and it's obviously brown, their traditional color. Balenciaga has the same mood on the pouch, the trend of this season, and here the brand repeats the minimal logo.

Traveling to NY, Fenty x Puma, for the last SS18 collection shows a sporty style, daring with the oversize and colors, and celebrating the surf and the moto's word. For this reason the adherents one piced motor byke suits are a must and there appears the logo "Puma".

Why don't insert in one's own collection the signature of somebody else? We are talking about Off-White. This year Virgil Abloh creates small pochette as news headlines. There are many models like "People" or "Time" one. Chapeau!

Founder of the "logo-mania", Maison Chanel presents maxi bags black and white, soft, with a short handle, wrapped around with a bold written "CHANEL".

In conclusion, but not less important, Helmut Lang by Shayne Oliver reproduce his logo on transparent suitcases, pochette or shirts; Alessandro Michele too, indeed "Gucci" is repeated on sweatshirts or bombers. 

The "logo-mania" conquests the fashion system but, is it right that famous brands diffuse their individualism on the runway? Or is it only a "trend"? To you the last word.