If you scroll down your feed on Instagram, you cannot help but notice the resurgence of logos, monograms, and the conspicuous brand name. This phenomenon or style called logomania, is not new to the fashion world. Logomania has it earliest roots in the late 80s and gained extreme popularity in the 90s continuing onto the 2000s. But perhaps the earliest example of logomania is the FF monogram, created by Karl Lagerfeld when he joined Fendi in 1965. This monogram made a powerful return in 2017 when Fendi released a collection with Net-A-Porter. The Fendi FF monogram is arguably one of the most popular current logomanias example, as countless celebrities have been spotted wearing some variation of it this year.
Nicki Minaj sports SS18 Fendi Fur Jacket
Bella Hadid seen in a matching two-piece Fendi skirt suit.
Logomania is the reason why you can spot designer handbags and coats from miles away. The trend in the 2000s was influenced by Marc Jacobs’ work for Louis Vuitton S/S 2000, when he put the LV monogram allover bags, outerwear, and hats.
Similar to Fendi, Louis Vuitton’s take on logomania returned in 2017, thanks to a huge collab with the streetwear powerhouse Supreme.
F/W 18
This would not be a true discussion about logomania without mentioning the Dior Saddlebag. It was originally released in F/W 2000 and then revamped for Paris F/W 2018. The new version of the Saddlebag, along with several other bags adorned with the Dior logo, are credited to their first female artistic director- Maria Grazia Chiuri.
The modern Dior Saddlebag.
The Saddlebag has taken over, it can probably be considered the bag of the year. From the classic tan and black canvas to a fringed design, the new edition encompasses all different colors, patterns, materials, and sizes. Fashion enthusiasts have even been seen wearing the vintage bag as well.
Model Adwoa Aboah with a fun and bright Dior Saddlebag.
The resurgence of these brands have influenced other brands like Coach, Gucci, Kith and Moncler and many others to follow suit. Not to mention logomania is currently big in streetwear, and has someway even made its way into the realm of fast-fashion.
What does the rise of logomania mean though? What is its significance? Is it a way to get around making new unique designs? Is it nostalgic? Does it feed our love for vintage fashion or is flat out tacky? Most importantly is this simply just a trend or will grow into something more?
While growing into my own sense of style and learning more about fashion, I quickly learned that I do not care much for logomania. I think that it is can be sometimes be too flashy and tacky. I do not believe in buying something just because of the brand. I think that logomania, especially for people who are still developing their own sense of style can lead to purchasing and wearing brands because it is trendy for the moment or because it is expensive and luxurious. There is a difference between buying designer for the quality and art and buying it for the name, especially if it is conspicuous on the piece. There are a few exceptions to this as I have always loved the Louis Vuitton monogram tote bag, it is a true classic to me. I have also started to like the Fendi FF monogram collection as many of the new pieces have the potential to be classic. The new rise of logomania is interesting in the fact that it is greatly influenced by vintage and old designs, but there is still something fresh and modern about the designs. As to the question of whether it is simply a trend or classic, I think that it’s obvious that it is more than a trend. Not all trends are able to come back especially with the great effect that logomania has right now.
What are your thoughts on logomania? Where do you think it is headed?