What’s in a name? The logo returns and fashion fancies a chat

Tommy Hilfiger logos- Wildabout Magazine

Something to shout about: logos have returned to the racks, captioned clothing is making a comeback and actions no longer speak louder than words- it’s all about wearing your messages . The era of quiet, subversive luxury has been replaced by something louder- but not by a brash, “flash your cash” attitude. No, the s/s 2016 collections saw the introduction of a middle ground between the overtly obvious, rather vulgar brand blatancy and the hushed neutrality of recent seasons. And the result is undeniably alluring. Welcome to a season where your clothes do the talking, actions no longer speak louder than words and the introduction to what we have dubbed “logo FOMO” (a state of panic over one`s outfit anonymity amongst a sea of Calvin`s and Yeezy`s).

Logo FOMO in the form of Fenty X Puma`s branded fan
Logo FOMO in the form of Fenty X Puma`s branded fan

The difference and core of this new trend is the fabrics- they become the focal centre, with the logo or caption adding a kind of subtle embellishment, a decorative finish. Dior placed a delicate pink heart on the breast of the finest cream crepe tailored top- a little extra detail not an attention-seeking addition. Then Sacai went a little bolder, adding a shot of streetwear with a loud “fashion is a passion”-captioned sweater and then overshadowing it with delicate whisperings of chiffon and dainty touches of lace. Fetty X Puma branded pale pink fans with thick crimson lettering whilst the “Moschino” was casually flung across the hips as part of a belt, again playing a supporting role in the overall sartorial show.

A logo-heavy look from Moschino`s S/S 2017
A logo-heavy look from Moschino`s S/S 2017

However, there are two words the whole fashion world wants to wear right now- Calvin freaking Klein. Insta-sensation, specialising in pants, pin-ups and the quickest code to the cool and current, there are  few more iconic names right now. Peaking under low-slung denim or glimpsed under sheer tees, Calvin Klein embodies the new relaxed role of the logo where it no longer shouts from centre-stage rather they speak oh so softly- literally- via the most tactile, touchable fabrics. Whether it is through a spot of Sacai’s sports luxe, fan-girling over Fenty X Puma`s crimson-lettered creation or indulging in classic Calvin cool, this relaxed, extrovert elegance deserves a shoutout.

Calvin Klein campaign with focus on the brand and the name Calvin
Calvin Klein campaign with focus on the brand and the name Calvin

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