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2 Nov

Logomania, The 1990s Trend That’s Returned With A Vengeance

Ribbed wool dress, metal and cardboard chain belt, and necklace by Moschino. Photography by Tim Elkaïm, Styling by Chloe Grace Press

As demonstrated by the A/W17 collections, branding is back to assert its place in our wardrobes

The logomania trend, whilst rooted in the excess of the 1980s, truly came into its own during the following decade, as a sartorial response to the US economic boom of the 1990s. Whilst branding initially found its place in fashion as a mechanism to denote prosperity and status, it soon became an aesthetic trope in itself, with Calvin Klein, Louis Vuitton and Christian Dior logos emblazoned on It bags, splashed across sweaters and seductively printed on underwear.

Post-recession, the desire to wear labels in such a blatant manner waned, and a quiet minimalism began to dominate the runways. This season, however, the logo returned with a vengeance to assert its place in fashion history as more than just a crass symbol of wealth. Here, Chloe Grace Press styles a selection of branded pieces, photographed by Tim Elkaim for AnOther A/W17.

Vintage tracksuit trousers from Rokit, wool socks by Falke, suede and leather trainers by Ruco Line. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Vintage tracksuit trousers from Rokit, wool socks by Falke, suede and leather trainers by Ruco Line. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Leather jacket, shirt, flared cropped trousers, patent leather boots and City Steamer Monogram Brogue MM bag by Louis Vuitton. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Leather jacket, shirt, flared cropped trousers, patent leather boots and City Steamer Monogram Brogue MM bag by Louis Vuitton. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Suede trench coat, gingham shirt, wide-leg trousers and calfskin leather Agassi bag by Bally, suede and leather trainers by Ruco Line. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Suede trench coat, gingham shirt, wide-leg trousers and calfskin leather Agassi bag by Bally, suede and leather trainers by Ruco Line. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Sheer dress, shearling vest (draped on arm), studded monogram canvas and leather Dioravenue bag, rings, and suede knee-high boots by Dior. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Sheer dress, shearling vest (draped on arm), studded monogram canvas and leather Dioravenue bag, rings, and suede knee-high boots by Dior. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Checked and gathered dress, polka-dot top and scarf by Loewe. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Checked and gathered dress, polka-dot top and scarf by Loewe. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Knitted sleeveless crop top, pleated skirt and leather and velvet logo Kan bag by Fendi. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Knitted sleeveless crop top, pleated skirt and leather and velvet logo Kan bag by Fendi. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Patterned knitted boot by Salvatore Ferragamo. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Patterned knitted boot by Salvatore Ferragamo. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Sterling silver and nappa-leather evening bag by Calvin Klein 205W39NYC. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Sterling silver and nappa-leather evening bag by Calvin Klein 205W39NYC. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Ribbed logo socks by Gucci. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Ribbed logo socks by Gucci. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Nylon tote by Versus Versace. Photography by Tim Elkaïm, Styling by Chloe Grace Press
Nylon tote by Versus Versace. Photography by Tim Elkaïm, Styling by Chloe Grace Press

Hair: Yumi Nakada-Dingle at Home Agency using Aveda. Make-up: Fir Wang at Atomo Management using Nars. Models: Franziska Bachoven; Sofia Fanego at Silent Models; Dustin Muchuvitz; and Camille Rochand at Girl Management. Casting: TM Casting. Manicure: Beatrice Eni at ASG Paris. Set design: Sophear at Swan Management. Digital tech: Florian Massal at D-Factory. Photographic assistant: Yves Mourtada. Styling assistant: Grisel Clémence. Hair assistant: Fabio Petri. Set assistant: Céline Corbineau. Production: The Collective Shift. Post-production: D-Factory. Special thanks to Upper East Studio and Codimat

These images originally appeared in Autumn/Winter 2017 issue of AnOther Magazine, which is on sale now.

From AnOther

Sunyoung Hong
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