Welcome to our column, "Hey, Quick Question," where we investigate seemingly random happenings in the fashion and beauty industries. Enjoy!
There's no question that the top luxury fashion houses are currently locked in a logomania arms race of sorts. First up is Gucci: Ever since Alessandro Michele took creative control of the Italian label in 2015, he's incorporated the old-school monogram into his collections in countless ways, making it a must-have for anyone who wanted to show off their in the know status (or their ability to afford a $500 logo T-shirt). Then there was the infamous Louis Vuitton collaboration with Supreme for Fall 2017, which yielded several monogram items, including scarves, denim jackets, luggage and more that caused an instant frenzy. In addition, Dior's recent attempt to court millennial shoppers has resulted in everything from branded bra straps to a Dior Addict T-shirt for Pre-Fall 2017 — a nod to the J'Adore Dior tees that were popular with celebrities in the early aughts. Recently, Dior revisited its own vintage monogram, seeding influencers with items in the recognizable pattern and, in turn, leading to a sudden resurgence of the brand's saddle bag.
Aside from the all-over logo prints, high-end labels like Balenciaga, Versace, Off-White, Burberry and Chanel — along with mass market ones like Tommy Hilfiger, Champion, Adidas, Fila and more — have emblazoned knits, sweats, bags, etc. with the name of their brands, a move that only not helps to build awareness in an over-saturated market, but also one that caters to what young customers want. With the popularity of streetwear — particularly Supreme — and the desire to show off their designer goods on Instagram, the new wave of logomania will only continue to swell in the seasons ahead. But which brand will come out on top?
Over the past few weeks, we've noticed that Fendi's classic double-F Zucca print has been everywhere. Karl Lagerfeld certainly got the memo that kids these days are all about the logos, and the Italian house, primarily known for its luxurious furs and leather goods, has gone full speed ahead with the monogram.
On the Spring 2018 runway in Milan last year, Kendall Jenner modeled a cropped fur jacket in the print, setting up what would eventually become an Instagirl coup. Both Gigi and Bella Hadid (who were the faces of Fendi in 2017), have both been snapped by paparazzi with all-over Zucca prints incorporated into their looks. That's not all: Kim Kardashian, Hailey Baldwin, Rita Ora and Sarah Snyder have all made appearances more or less looking like Fendi billboards, in the brown graphics from head to toe.
And let's not forget the megainfluencers! Danielle Bernstein and Chiara Ferragni have both posted to Instagram in Fendi logo knits and coats, likely inspiring at least a few of their millions of followers to hit up The RealReal or a local consignment shop with the hope of finding a similar vintage piece at a lower price. While the dark brown Fendi monograms skew a bit older than Gucci's ubiquitous versions on account of Michele's whimsical use of color, texture, artistry and his own weird, magical aesthetic, we have a feeling that won't stop customers from clamoring to get their hands on them — if for no other reason than racking up those Instagram likes.
On Thursday in Milan, Fendi's Fall 2018 collection made its runway debut, and it unsurprisingly included a logo-print dress, leggings, trench coat and intarsia fur top that show the house's dedication to the theme. Plus, there was a series of pieces that "re-appropriated" a mashup of Fendi and Fila's logos, further proving the industry's fixation on nostalgic retro sportswear. If there's one "It" piece that comes out of Milan, we're thinking this will be the one. No disrepect to Michele, but Gucci's reigning streak in the logomania race might be coming to a halt come fall.
Update, Fri., April 13: And the hits just keep coming for Fendi. On Thursday, over a month after we thought the all-over Fendi logo trend hit fever pitch, not only did Nicki Minaj release her new record "Chun-Li" wearing a Fendi ensemble on the cover, Kylie Jenner also took her infant daughter Stormi Webster for an outing in matching mommy-and-me Fendi. (Just look at that stroller!) If you're going to invest in logomania for spring, your best bet is likely Fendi — at least if you want to emulate the "It" ladies (and babies) of the moment.