Many high-fashion brands have completed re-establishing their brand identity in order to win the loyalty of fashionistas for their luxury items. At the same time, this is also a long-term strategy that brands want to build toward a more sustainable future before the strong wave of quiet luxury comes back in 2023.
Will the boom of quiet luxury drown out logomania’s arrogant spirit?
From across the catwalk at the prestigious fashion weeks of 2023, it can be seen that the trend of minimalism creates momentum for the spectacular return of quiet luxury. Although gentle, discreet, and somewhat humble, the undeniable elegance of Quiet Luxury has always been the passion of upper-class guests ever since. Its return this time signals one thing for the future of world fashion in the coming years: the level of luxury lies not in the logo, but in the serious investment in craft techniques, the art of weaving. and stable shape with time.
Luxury brands have been and still are looking for ways to create a visual identity that is global and separate from the mass market. Color, shape, or texture is an integral part of their dream of conquering that young customer. Because above all, a brand, especially one operating in the field of aesthetic creativity, is highly appreciated if it creates unique, fashionable products and, importantly, affirms its exclusivity. At this time, the challenge for fashion houses is how to find a different style that brings a fresh breeze and is consistent with the heritage.
At Diesel, the oval D-shaped logo designed by creative director Glenn Martens became a craze in the streetwear enthusiast community. This motif appears throughout Diesel’s staples, including the extremely scarce 1DR bag. Sharing the idea of renovating the brand’s logo, Martens said that the oval D is the embodiment of the free spirit, sexy beauty, and ambition to integrate. Of course, in the world of “silence is golden” of quiet luxury, the logo is not completely eliminated, but it will be shown by the designers in a more subtle perspective.
Marine Serre and Alyx also see the enormous value that a unique visual impression brings. If Marine Serre makes fans go crazy with its tight-fitting designs with its signature crescent moon highlight, Matthieu Williams’ Alyx shows off the extreme style of street fashionistas with impressive buckle details. on clothing and accessories.
The identity of a brand takes a certain time to shape and develop. However, identity development was not always their top priority. Street fashion brand “Made in Korea” Goodboy followed the opposite strategy but brought about perfect results. The company is very “hard” to change the logo after each fashion season. This keeps young customers excited about innovation, constantly looking forward to the next launch, and makes counterfeiting more difficult, as only loyal fans stick with the brand. The brand knows what season the logo was introduced.
Hugo, the Gen Z brand owned by Hugo Boss, also regularly “changes blood” its logo. This Spring and Summer of 2023, the fashion house uses the signature logo to target young, dynamic, and irregular customers. As for Simone Rocha, Fall-Winter 2023, the company joined hands with 6 creators to reinterpret its logo. In fashion, creativity has no limits. And logos are no exception.
Meanwhile, the ability to identify through color has been around for a long time, but not every fashion house has succeeded in asserting its name next to a color. Tiffany & Co. Jeweler’s blue, Hermès’ famous orange, Bottega Veneta’s globally famous Bottega blue, or Christian Louboutin’s red sole shoe brand captivates many brand followers. In 2022, Valentino covered the city of Milan (Italy) with a high-class fashion party with two main colors, pink and black. Immediately, PP Valentino pink dominated the color trend of late 2022 and early 2023, leading to the rise of the cult Barbie-core style.
In general, the ascent of quiet luxury does not happen suddenly but can be predicted since the return of the suit to its heyday. However, logomania has not shown any signs of “falling down” before the wave of “introversion” to quiet luxury. Because logomania is still one of the proud heritages of many great brands and also the desire to assert themselves of many young fashion personalities who love logos.
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