Living in a Material World

Labels mean everything in fashion. Without them, how would we know the iconic Speed Trainers were Balenciaga?!  Filtered through years of basic minimalist fashion, logos have become softer. The comeback of logos has returned with a sense of irony.

Brands today are mocking the infamous logomania trend of the 80s. Young influencers and celebrities are turning to this decade for #inspo to curate a jaded, luxurious, and even humorous vibe. 

The concept of brand imagery appears on Versace and Balenciaga. Their creative directors, Donatella Versace (Versace) and Demna Guasalia (Balenciaga), revolutionized fashion with innovative designs and uncompromising standards. 

The Versace brand is known for symbolic flashy prints and bright colors and their ready-to-wear collections from their Versace Collection, Versus Versace, and Versace Jeans. In 1978, Gianni Versace chose Medusa as the logo for his company because she made people fall in love with her, giving them no way back.

Respectively, he hoped Versace would have the same effect on people. Logomania consistently remains a key marketing technique for the company as they have been using the Versace name as well as the medusa logo since the beginning.

Similarly, Balenciaga has a close correlation to this trend. Established in 1919 Spain, Balenciaga maintains an uncompromising reputation of construction, technique, and perfectionism. They tend to use symmetrical patterns with their name fearlessly emblazoned. From sweaters to bags to even t-shirts, we will always know if someone is wearing Balenciaga. 

Labels are a girl’s best friend and they symbolize so much more than a casual Starbucks cup of coffee. According to the Global Web Index, most people agree they prefer the branding of their clothes to be visible. Logomania represents one’s status. With Versace’s medusa logo on a quilted icon shoulder bag, you’ll feel a whole lot cooler, wiser, wealthier, and of course, hotter. With the rise in social media, this wave of bold branding is optimized for creating concepts that are shareable and recognizable. We loved it then, and we love it now. 

Be sure to try logomania and tag us in your #elonootd insta pics @TheEdgeMag!