Branded: Why Logomania Is Still All the Rage

Here’s what we learned from the Spring 2018 runways: Chanel will always try to outdo itself with bigger, better backdrops, gold lamé-clad supermodels are the only way to close a show when you bring back classic 90s Versace silk prints and the latest trends aren’t for the faint of heart. From safety orange to see-through plastics and sequins galore, you better be ready to stand out. But perhaps no trend was more in-your-face than the return of logomania.

Loewe Spring 2018, Monse Spring 2018, Balmain Spring 2018; Images: Imaxtree

Name-dropping was already everywhere thanks to the Resort 2017, Spring 2017, Pre-Fall 2017 and Fall 2017 collections, but Spring 2018 took things to new heights. Jonathan Anderson put Loewe’s stamp on several shredded pieces. Monse also got in on the name game, emblazoning sweaters and an athletic jersey with its moniker. And in case you forgot what show you were watching, Balmain sent out reminders in the form of Balmain Paris-adorned tanks, tees and long-sleeve tops.

Balenciaga Spring 2018, Louis Vuitton Spring 2018, Fenty x Puma Spring 2018; Images: Imaxtree

Taking a more subdued route, Balenciaga used a three-quarter sleeve tee to get its message across. While Louis Vuitton’s classic monogrammed bag made an appearance on the runway, the fashion house also personalized tees with LV blocked patterns. In addition to words like “drowning” and “wet,” Fenty x Puma put its name on products like outsize fanny packs, motocross jackets and catsuits.

Showing some brand love can definitely drain your bank account (we don’t know about you, but we don’t have $2,795 to drop on an admittedly cozy Balenciaga shearling scarf). But you don’t have to shell out thousands to jump on the logo bandwagon. Brands like Adidas, in all its designer collab variations, Reebok, Tory Burch, Beyoncé’s beloved Ivy Park and even recently reissued Tommy Jeans merch provide ample opportunity to label yourself.

And it doesn’t have to be so outright. There are several lines branding their products with understated or somewhat camouflaged trademarks. Get in on the action by shopping our fave logo-adorned pieces in the slideshow below.