Since Demna Gvasalia presented her yellow T-shirt with the DHL logo in the Vetements SS16 collection three years ago, big, imposing logos have once again become the protagonists of the high fashion catwalks. In the last fashion weeks from Milan to London, passing through NYC and Paris, there has been a further development of this trend: the reworking and transformation of the logo, a play inspired by streetwear with the intent to involve a younger public, along with a more mature one by toying with 80s-90s revival while, at the same time, refreshing the brands’ image: Fendi, Balenciaga, Gucci, not to mention the recent re-design of the Burberry and Celine logos, everyone is involved in this trend, one Nextatlas identified and called “Alterable Logos”.
Obviously all this is fits perfectly on social networks, in particular on Instagram where the sharing of images dominates and where the logo, both the original one and the “altered” ones, take on a strong connotation, almost to become like an emoji. It becomes an effective visual marketing platform for fashion brands.
As a result of all this the fashion system moves, as values are concerned, away from pure narcissism the territory of innovation, abandoning the serious and cold theme of the past, to become fresher, ironic and iconoclastic.
Even the colors that emerge from the photos associated with this trend, are strongly different from the black &white and soft colors that have characterized the fashion system for years, to go on strong and warm colors. A not insignificant change.