Old is new again as fashion houses look to their heritage for renewed vigour and updated interpretations designed to inform, excite and inspire.
Not only was Alessandro Michele’s first collection for Gucci as its creative director starkly different from that of his predecessor Frida Giannini, there was a strong focus on accessories as well. Notably, Michele brought back Gucci’s signature double G belt and subsequently proceeded to include the double G on everything else imaginable. The pared-back, minimalist look popularised by Céline’s Phoebe Philo was over; everyone became logo-obsessed again.
I hate to credit a fashion movement to one individual, especially since in fashion, there’s hardly any proper originators anymore; everything’s a hotchpotch of influences and inspirations. But Michele’s new (and highly profitable) move for Gucci has no doubt sparked the rebirth of fashion houses digging deep into their archives and reviving forgotten branding, and at times, reworking them.
Think of it: how many old-school logos have you seen since then? There’s Tommy Hilfiger’s flag-like logo, which was last popular during the height of hip-hop. American brand Coach’s Coach Signature monogram print drew inspiration from pop culture and the art world, mashing logo and more contemporary graphics for a fresh perspective. Christopher Bailey reintroduced ‘Burberrys’—a name Burberry was known by back in the day—for his last collection for the brand.
The last time we experienced such mania for logos was in the ’90s. And for those who missed that decade, the new wave of logos acts as a sort of education for a fresh batch of fashion fans.
This story is from the August 2018 edition of Esquire Singapore.
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This story is from the August 2018 edition of Esquire Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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