Logomania has reached a newfangled fever pitch this year. Although the trademark monograms of fashion’s leading maisons have been around for decades — more than a century even in Louis Vuitton’s case — the classic logo-lined print is having something of a resurgence. Give a once-over of the street style set’s sartorial lingo, and you’re bound to come across more double Gs, diagonal Ds, and red box logos than you would from the noughties’ Simple Life and Mean Girls era. The logo maniac is no longer condemned, as Juicy Couture’s velour tracksuit and the humble bumbag aren’t either.
If the monogram’s popularity is ever presented as a line graph, it’ll see a high in the Dapper Dan ’80s, a moderate dip in the minimal logo band tee-preferring ’90s; an uptick in the early ’00s thanks to John Galliano at Dior; a jump in the mid-noughties kudos to Paris Hilton; followed by a crawl down in parallel to the global decrease of consumerism; before a sudden peak in late 2016 that has been continuous up to this minute via the likes of Demna Gvasalia’s cultish Balenciaga, Louis Vuitton’s Supreme hysteria, and Maria Grazia Chiuri’s Bella Hadid-fronted Dior.
To say we’re distraught at logomania’s return will be a lie. Its time-off during the late ’00s had allowed seasons of majestic minimalism (remember the excitement over Phoebe Philo’s then-new ultra-clean Céline ladies collection or Raf Simons’ brilliant un-couture Dior couture epoch?) to give us an ample breather. And now that initial-emblazoned everything is back much bigger, it’s also better. We’ve also come to realise that logos are not meant to cover us from head to toe. A tasteful balance is 2017’s key to pulling it off.
Below, find the do-no-wrong Christmas gifts for your inner logo maniac. Remember, ’tis the season to wear your predilections on your sleeve.