Today’s logomania is part of a retro movement — a return of the logo obsession of the 80s and 90s.
Vetement’s Founder and Creative Director of Balenciaga, Demna Gvasalia is the main force behind the Logo trend.
The designer playfully exploited easily recognisable logos and reinterpreted sportswear brands like Champion, Canada Goose or DHL’s t-shirts as part of the brand's SS17-18 collection.
‘Today… everything is branded. Everything has a logo. That to me is the reality' , affirmed Gvasalia for Business of Fashion.
Other designers were also quick to adopt this '90s-inspired street phenomenon, using their logos on everything they possibly could.
Stay true to urban street cool trend by choosing logo styles in oversized silhouettes and layer them accordingly or team a Balenciaga hoodie with a pencil skirt for a modern juxtaposition.