China Daily (Hong Kong) - - TREND -

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.

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