A TASTEFUL LOGO

’ 90s- style logomania is back. Here’s how to don a brand motif without looking like a boor.

LOOK FOR DESIGN VALUE

Instead of a simply spelt-out brand name that suggests that the only intention is showing off, opt for a logo that is more design element. Bally ( pictured) pays tribute to its Swiss roots and adds vintage flair to a vermilion sweater with a stylised gold logo referencing Suvretta, a hotel in St Moritz. At Ermenegildo Zegna, the XXX mark brands the exclusive pieces of the Couture collection, from pullovers to leather high-tops.

KEEP IT DISCREET

It’s no secret that women’s fashion has long received more attention than its masculine counterpart. To bring attention to Dior’s menswear atelier – lesser-known than, say, its women’s haute couture division – the brand’s last creative director, Kris Van Assche, decorated the edge of jacket sleeves with labels displaying the atelier’s Rue de Marignan address. This kind of transparency we like.

HAVE A SENSE OF HUMOUR

These days, brands like subverting their own logos to prove that they, too, have a sense of humour – consider, for instance, the deliberate misspellings of their own names by Gucci (“Guccy”) or Rodarte (“Radarte”) in recent years. Using a preppy sweater as a backdrop, Kenzo turned its own name into part of the kitschy programme for its movie-themed Fall collection.