A Stylist's Guide to #Logomania
From streetwear to social media, logomania has become one of the hottest trends of the summer. What is it? Logomania is all about wearing things covered in monograms and featuring logos - outwardly displaying what brands you're wearing. With most trends that become ultra-vogue, it’s almost certain that it has existed somewhere before, and our love for logos is no different. Logomania was huge in the ’90s. Riding high on the wave of excess and gaudy style that the '80s left behind, falling in love with brands was a natural progression of personal style. Eventually, logos resumed their usual size and anything over the top became the antithesis of tasteful style: until the latter half of 2017, that is. The #logomania hashtag on Instagram now boasts more than 55,000 posts, and counting, we’re addicted to huge logos and mismatching monograms.
But where to begin? There are so many brands, so many logos, so many styles to choose from, it can be daunting to start accruing your first overtly branded garments. This week for our ‘Ask the Stylist’ section we’ve requested they tackle the trend and bring you a couple of looks to get your outfit imagination rolling.
But where to begin? There are so many brands, so many logos, so many styles to choose from, it can be daunting to start accruing your first overtly branded garments. This week for our ‘Ask the Stylist’ section we’ve requested they tackle the trend and bring you a couple of looks to get your outfit imagination rolling.
MEN'S LOOK BY ALEX
Logomania might seem daunting, to keep things simple I'd choose a statement colour to run through your outfit to keep things matching: I've opted for yellow. Starting with the 7 MONCLER FRAGMENT HIROSHI FUJIWARA French Terry Hoodie I layered the FENDI Brown Fabric Jacket over the top (which has pops of yellow on the trim). The FENDI Blue Denim Jeans have a branded waistband, but the classic blue colour works to keep the outfit casual (although you could partner the look with the GUCCI Metal Mix Jeans if you're feeling daring)! Not forgetting a FENDI Monogram Belt Bag best-worn crossbody.
For the accessories, I've kept to the yellow theme and I've added GUCCI EYEWEAR Oversize Square-Frame Sunglasses and OFF-WHITE Low Vulcanized Sneakers to complete the logo look.
WOMEN'S LOOK BY DINA
Riccardo Tisci has reinvented the Burberry monogram: delivering the must-have logo of the season. I've created a daytime 'to-go' look with this graphic monogram print as the focal point. I love the new BURBERRY Monogram Pleated Skirt so I wanted to create a look with this piece as the base. I styled it with the BURBERRY Wonderful T-Shirt which has an excerpt from William Shakespeare “ as you like it” featured as a graphic print on the top. Combining a casual item with a more structured item like the pleated skirt is a simple way to create a more relaxed look (and get more wear out of your favourite pieces).
To accessorise I'd choose either the BURBERRY Mini Monogram Print Bum Bag or the BURBERRY Leather Card Case With Detachable Strap with the print on the skirt, added chunky MM6 MAISON MARGIELA Safety Strap Platform Runners for a playful touch & some bold BALENCIAGA EYEWEAR Ski Cat Sunglasses to keep things summery. This look is bold and edgy, you can go all out (as I did) or swap in simple logo-less pieces for a subtler vibe i.e. change the t-shirt for the ALEXANDERWANG.T Keyhole Top and swap the sneakers for a more traditional fit like the BUSCEMI Cali Sneakers. The logo trend is a playful one - have fun with it!
