WHAT’S IN A NAME?
pocket. Traditional French fashion houses such as Chanel, Christian Dior and Louis Vuitton have been huge marketers as well, in a quest to be at the top of those consumers’ minds.
In that era, the size of the logo grew, as well as the influence, from runway to off-the-rack. At London Fashion Week in 1996, Tommy Hilfiger famously dressed his models and rapper Treach (from thenprominent American hip-hop group Naughty by Nature) in giant logo T-shirts with the brand’s signature colors, making a big statement for the label, Hilfiger sales nearly hit US$500 million in 1996 — a huge jump from US$107 million in 1992.
Showing off logos became a key point in styling. When Calvin Klein launched its successful underwear campaigns in the early 1990s using topless, well-endowed male models such as Mark.
Wahlberg for its line of boxers, countless men (and certainly women, too) started to view the logo in a different light. Now it’s possible to see any type of person sporting a Calvin Klein band around their waist, whether it’s a Hollywood star, a plumber or your next-door neighbor.
Today, logos are prominent on the street — think the Nike swoosh, the Gucci double-G, the Chanel interlocking Cs, the Louis Vuitton monogram. Still others are turning to logo-less products, such as those by Japanese lifestyle brand Muji, whose name means “no-brand quality goods”. Either way, whether you love or hate logos, you can be secure that you’re not defined solely by what you wear.
Caroline Vreeland and Shea Marie wear Tommy Hilfiger for autumn 2016.