In the 1980s, fash­ion brands be­gan putting their lo­gos on ev­ery­thing. Here, we chart their re­cent rise to promi­nence

China Daily (Hong Kong) - - TREND - By CHINA DAILY LIFE­STYLE PRE­MIUM

Be­fore ready-to-wear be­came stan­dard prac­tice, made-tomea­sure was a com­mon choice when it came to get­ting a piece of cloth­ing. In the 1950s, it be­came pop­u­lar among Parisian women to col­lect sewing pat­terns — the gar­ment tem­plate re­leased pe­ri­od­i­cally in mag­a­zines — so they could bring the pat­tern to a tai­lor’s shop or sew it them­selves at home.

How­ever, self-sewn clothes had all but dis­ap­peared by the 1980s as os­ten­ta­tious, showy styles took the lead. At­tire be­came highly con­spic­u­ous, such as Madonna’s gar­ish look in the 1985 film Des­per­ately Seek­ing Su­san, Joan Collins’s pow­er­ful woman’s shoul­der pads and the yup­pies’ preppy up­scale styling that rose in par­al­lel with the in­crease of wealth in many so­ci­eties in­clud­ing the US, Bri­tain and Hong Kong.

Peo­ple seemed to be splash­ing heaps of cash on clothes and de­sired more vis­i­bil­ity. Fash­ion com­pa­nies smelled a busi­ness op­por­tu­nity to in­crease their value by el­e­vat­ing their brand pro­files, so they spent enor­mously on mar­ket­ing and ad cam­paigns. Lo­gos evolved from a dif­fer­en­ti­at­ing name to a strong brand­ing force and a sta­tus sym­bol.

From the deca­dent ’80s to to­day, fash­ion brands have em­braced mar­ket­ing with glam­our and cre­ativ­ity, putting their lo­gos un­der the spot­light. Em­i­nent play­ers in the ’80s and ’90s in­cluded emerg­ing Amer­i­can jeans brands such as Jor­dache, Calvin Klein and Guess, which put their dis­tinc­tive lo­gos on the back Des­per­ate­lySeek­ingSu­san

USA INC; CHRIS­TIAN VIERIG / GETTY IM­AGES;

Clock­wise from top left: Moschino wom­enswear, SS17. Vuit­ton Mono­gram Col­ors col­lec­tion. (1985) poster. Calvin Klein un­der­wear.

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