Logo Lust

If you don’t like logos this season, you’re in trouble. Well, not really. You could just not wear them. But strictly speaking (from a serious sartorial perspective) we should all be huge fans.  This whole affair caused me to cast my mind back into the depths of time to when 12-year-old me loved a good branded garment. We’re not talking Marc Jacobs and Louis Vuitton though. More like Bench/Gap/Roxy/Quicksilver territory. But still a logo and therefore no less a statement than its designer equivalent. It was all about being in the know, being part of a tribe.

And in that sense not much has changed. But the status symbols have. Of course there are those that have always had something of an eternal presence. The LV emblazoned across Louis Vuitton bags, the interlocking Cs of Chanel, etcetera. In more recent times we’ve also become used to an update in the form of the ‘status sweatshirt’ courtesy of Kenzo (and now Topshop, ASOS, H&M and so on).

But this SS14 ‘logo’ explosion is something a little bit different. And to prove it, even Alexander Wang and JW Anderson are taking part. For many of us, the defining moment was back at the SS14 Ashish show. Those sequin carrier bags and Coca Cola logos were splashed everywhere and it was evident this wasn’t a one off.

It’s all decidedly Nineties but with a slick nod and a wink to the fact that we’ve moved on, just a little. And I do feel a sudden and strong urge to sport a cheerleading ensemble (or maybe just the top half of one) emblazoned with a large yellow number or, even better, a series of letters proclaiming me part of a rom-com worthy American sorority. I won’t, obviously. But perhaps a sweatshirt/jumper hybrid is the only socially acceptable way to channel this?  Look to the aforementioned JW Anderson for subtle dove grey sweatshirts with designer name printed in white and Alexander Wang’s name incorporated into geometric prints on simple, strong shapes.

So where to pick up a little logo joy on the high street? This maroon Topshop number is excellent for Coca Cola fans or this tongue in cheek LA version which looks like your mum might have put the patch on for you (just the desired effect). This American college-style Mango sweatshirt makes even me want to toy with a baseball or whatever sports-related ball one would toy with in such a garment. Not to mention this infinitely pleasing Whistles version sporting a rather arrogant W; the ultimate in high street logos. I’m definitely coming around.