Tatler’s Haute List: Logomania Is Back and Better Than Ever
Logomania is back on the runway, and soon they’ll be back in our wardrobes too (if they’ve ever left).
The season’s take on logos—while still statement-making—have been tastefully pared back and cleverly incorporated into pieces, such that they won’t turn you into gaudy walking advertisements.
Take Chanel’s elevated version for example: Chanel-isms (such as the double C monogram, and camellias) have been shrunken down and turned into metallic embellishments on jackets and dresses. Meanwhile, Versace subtly added their logo to a key graphic print for fall/winter 2021, compared to the ornate baroque motifs of seasons past. Gucci, who famously “hacked” Balenciaga for its Gucci Aria collection, showed stellar restraint on the trend, pairing both house’s logos across fabulously tailored pieces.
When in doubt, it always pays to look to your past, as Balmain and Givenchy both did, resurrecting archival prints that they used on their ready-to-wear pieces. Olivier Rousteing revived Pierre Balmain’s heritage ‘PB’ logo, which referenced the couturier’s fascination with French labyrinths from the Renaissance, using it on everything from clothes to luggage. Similarly, Givenchy’s Matthew Williams brought back the house’s iconic 4G logo, opting to use it on sexy, sheer bodysuits, then layering pieces on top of the maximalist statement piece.
Logos are also a graphic proclamation—something that Louis Vuitton, Valentino and Marc Jacobs kept in mind with their striking blown up versions. It's also a potent styling trick: when in doubt, just choose one allover print and commit (mixing prints is so last season).
See all our favourite looks from the fall/winter 2021 runways below.