Logomania is Getting a 2021 Makeover

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Vintage monogram logos have made a comeback on the runway for the fall/winter 2021 for a variety of designers. Proudly showing off a house’s trademark has not gone out of trend, no matter how big or small they look on a duffle bag, coat, hat, or a pair of sneakers. The power behind a versatile logo is its ability to stay apart of a brand’s heritage, no matter how the brand changes. The logo monogram comes in a variety of colors and patterns that embrace the aesthetics of the brand and is emblematic of its history.

Previously in the mid-2010s, we saw brands like Gucci, Burberry, Venements, Fendi, Celine, and more pivot to stamping their logos on products left and right leading to an obsession with logomania and displaying love for a brand. This logo love turned over from the early 2000s where the 2008 financial crisis led to brash displays of wealth in the form of flashy Louis Vuitton neverfull totes and Juicy Couture sweatsuits. However the pandemic-era has brought new complications to the monogram mania we once knew and loved, flaunting your latest cop from Chanel isn’t as easy to do during lockdown. Despite these limitations, the Fall/Winter 2021 runways have shown a variety of modern updates to the monograms of fashion’s most iconic houses showing that the monogram might not have died in the 2010s and is here to stay well into the 2020s.

Gucci

The Gucci logo with the two interlocking “G’s” stand for the founder’s name Guccio Gucci who created the house in 1921. Gucci was an Italian immigrant who got his inspiration of the luxury consumer after handling luxury luggage at the Parisian hotel he worked at. The logo came in realization in 1933 where Gucci’s son Aldo designed the double-G logo after his father. The monogram in brown with the initials of the fashion designer is symmetrical. It can be equally read on the left and right. Creative Director Alessandro Michele has not replaced the logo continues to represent the logo with added twists, like the brand’s recent Donald Duck collaboration.

Givenchy

The rotational quadruple “G” that Givenchy is known for echoes the simplistic chic that the house is known for. With all letters capitalized in equal proportions in black, white, or gray colors, it’s the French chic tradition that Hubert de Givenchy set his imagination on forming his own house’s logo. He doodled countless variations of “Givenchy” to meet his elegant standards in 1952. The Celtic design appeals to the times and has been redesigned by French designer Paul Barnes in 2003. For his Fall/Winter 2021 runway, Creative Director Matthew Williams presented the logo on translucent outdoorsy turtlenecks and water bottles. Williams has an eye for accessories, in particular, when Kim Kardashian sported one of his designs in a black gown with an exposed Givenchy G-string. Under his creative direction, the brand has become more gender fluid with the unisex G-link belts with matching Padlock necklaces.

Versace

This fall, Versace ditched its classic Medusa head emblem in exchange for another depiction of Greco-Roman antiquity. Originally, the Medusa head was chosen by Gianni Versace as the symbol of the house to homage his childhood where he would see the Medusa head in the Italian ruins around Calabria. For a 2021 update, the brand launched a new pattern named La Greca. It’s a new take on the traditional Greek Key pattern, which symbolizes infinity and the eternal flow of things.

Balmain

During the house’s latest Fall/Winter 2021 collection, Olivier Rousteing paid homage to founder Pierre Balmain by introducing a new take on the 1970’s Labyrinth logo in patterned suits and accessories. Traditionally, the pattern of Balmain is inspired by the winding, twisting, and turning paths found in the Gardens of the French Renaissance. The linear logo merges the Parisian heritage of Balmain with updated trendy silhouettes.

Christian Dior

Dior’s signature monogram has been used by the house for over 50 years now. The “Oblique” logo was originally created in 1967 by Marc Bohan, the creative director of Dior from 1961-1989, and has since been revived by the house’s current Creative Director Maria Grazia Chiuri. The monogram on canvas was popular on luggage in the ’70s and has reappeared in the early 2000s by Creative Director at the time John Galliano. Now, the monogram is spotted on accessories, sneakers, swimwear, and it isn’t fading anytime soon.

Marine Serre

The 2017 LVMH Prize winner, Marine Serre known for her designs that hybrid sportswear and tailored streetwear. Serre’s celestial, Islamic moon motif combines the astrological and cultural symbol on her prints. The brand’s energy is centered around fantasy, philosophy, and fantasy with practicality. The womenswear, menswear, and childrenswear with the moon pattern make Serre’s clothing functional and fashionable for the entire family. Setting herself apart, Serre does not use the initials of her name because of her avant-garde and futuristic approach to be conscious of the earth while wearing upcycled fabrics reworked into leggings, trousers, shirts, and more.

Despite a 40% decrease in luxury sales during the first lockdown as reported by Heuritech data analytics firm, it seems logomania isn’t going anywhere when it comes to the Fall/Winter 2021 runways, it’s just getting a modernized update. The revival takes on minimalistic re-editions for a paired back take on our favorite monograms. In a world filled with sweatpants and Zoom calls, perhaps a logo-branded scarf, belt, suitcase, or even face mask creates the luxury feeling that we all need. For now, logomania is here to stay.

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createdAt:Fri, 26 Mar 2021 21:35:32 +0000
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