During Spring/Summer 2014 fashion week, and unexpected trend emerged: Logos. Logos everywhere. But don’t start humming ‘labels or love’ and channeling SJP just yet. Today’s 90’s influenced, typographic, and often tongue-in-cheek logos bear little resemblance to early 2000’s label overload. Conspicuous consumption is still very much out in 2014. Clever consumption is what it’s all about.
There are three defining influences on Spring’s ubiquitous logo trend. First, and perhaps most obvious, is oversized 90’s graphic design. I’ve seen 90’s inspired looks on Runways, clients, and bloggers for several seasons now and bright logos are a logical continuation of a beloved 90’s revival. Second comes irony; in today’s world of irony and double entendre, there’s little chicer than pairing a designer garment with a wry smile. Well to do, educated hipsters of my generation don’t want to be seen as gauche or, worst of all, an unrefined ‘label whore’. Finally typography, once relegated to an unglamorous corner of graphic design, is now being embraced by the fashion industry as a whole new world of design.
I predict Spring/Summer 2014’s logo trend is just the beginning of typography’s affluence in fashion. Words are no longer a mere means of communication, but an art form in their own right. Today’s typography contains infinite possibilities for the fashion industry.