From Sportsgirl to Fendi: Why the logo is back in fashion

Logos as seen on Bella Hadid and Lara Worthington are the latest high-end trend to hit the mainstream, with the return of the branded insignia in fashion.

Logomania is the latest high-end trend to hit the mainstream, with the return of the branded insignia in fashion.

Australian mass retailers Sportsgirl and Country Road, along with designers Aje and The Upside have reported a spike in demand for logo-printed items.

“There are times in fashion where you will not see a logo,” said The Upside founder Jodhi Meares said. Now, logos are everywhere: on T-shirts, jumpers, caps and accessories.

The trend follows luxury labels Balenciaga, Fendi, Ralph Lauren and Celine, which stamp theirs on everything from caps to puffer jackets and bags.

Global trend forecaster and shopping platform Lyst said French label Marine Serre – known for its moon-shaped print seen on Lara Worthington and Beyonce – was “most wanted logo of 2020”.

Bella Hadid modelling the new Hugo Boss x Russell Athletic collaboration, which includes logo tanks. Picture: Hugo Boss

Bella Hadid wearing logo-printed socks by Hugo Boss x Russell Athletic. Picture: Hugo Boss

Supermodel Bella Hadid launched Hugo Boss’s collaboration with Russell Athletic, wearing a logo tank and shorts.

Searches for logo baseball caps were up 85 per cent since the start of the year with logo styles by Prada, Balenciaga, Gucci, Nike driving the most searches Lyst revealed.

Ralph Lauren has noticed an “increased interest” in its signature branded caps across the Australian market.

‘There are times in fashion where you won’t see a logo.’ Jodhi Meares in The Upside. Picture: The Upside

The Upside logo tanks are a staple of the Sydney-based range. Picture: The Upside.

The Upside founder Jodhi Meares said logo tees, tanks and sweaters were in huge demand.

“(The Upside) muscle tank, our original horseshoe tank, is what accidentally branded us,” Ms Meares said.

“I liked that traditional horseshoe (shape), it conjured up college and a certain time in tracksuiting.”

“We didn’t know that at that time, wearing logos was OK again. There are times in fashion where you will not see a logo.

“That was massive, the muscle tank is a staple.”

Country Road’s best-selling ‘heritage’ sweater. Picture: Country Road

The tee version. Picture: Country Road

Ralph Lauren’s signature cap with the brand’s iconic polo logo. Picture: Ralph Lauren

Ralph Lauren does denim. Picture: Ralph Lauren

SPORTSGIRL REWIND

In a nod to 90s nostalgia, fashion chain Sportsgirl brought back its signature sporty logo range, in a collection dubbed “Rewind”.

“The logo trend is huge, and it is definitely here to stay,” Sportsgirl general manager Leah Summers said. “Our logo is the brand’s signature identity, however, recently we have seen the interest towards our logo and heritage pieces increase even more.

“We are noticing a shift in customer’s attitude towards brands and finding that

emotive brand connections are now a higher priority – consumers want to relate to

the brand’s they are spending with.” So who is wearing it?

Model Aroha Atkinson and Sabine Jamieson wearing logo-printed items from Sportsgirl at Bondi Beach. Picture: Tim Hunter.

The items are from Sportsgirl’s latest range, dubbed ‘rewind’. Picture: Tim Hunter.

Say it on a logo sweater by Sportsgirl. Picture: Tim Hunter.

“Sportsgirl Rewind attracts two types of customers, one for a hit of nostalgia with styles inspired from the archives and the second tends to be the Gen Z trend-led consumer who wants to align with an authentic heritage brand,” she said.

Aje chief executive Adrian Norris said the logo category was “continuing to grow”.

“We do feel like we led the designer tee shirt wave all those years ago,” Mr Norris said, of Aje’s signature branded tees with “Aje” written in cursive across the front, back or the sleeves.

Aje logo tees from its pre-fall collection. Stockist ajeworld.com.au. Picture: Aje

There is huge growth for logo-printed items at Aje. Picture: Aje

“A good tee is hardworking in terms of value and wear. For our customer, the logo aspect of the brand feels familiar. It’s effortless - easy to style, cool - looks fashionable and ultimately is affordable.

“Our brand loyalists will buy the new seasonal updates for themselves, collecting Aje tees each season.”

Originally published as From Sportsgirl to Fendi: Why the logo is back in fashion