The Re-Rise of Branded Clothing?
“IT’S BACK!! The 90s are once again in full swing on the catwalks that are the streets of London. Whether it’s those daring, Gwen Stefani-esque crop-tops for the ladies, or the casual denim jackets and exuberant print shirts for the guys…its everywhere”
IT’S BACK!! The 90s are once again in full swing on the catwalks that are the streets of London. Whether it’s those daring, Gwen Stefani-esque crop-tops for the ladies, or the casual denim jackets and exuberant print shirts for the guys. I’ve seen a great re-emergence of this extravagant bold-printed era. However, there have been quite a few casualties along the way. To my great surprise, I seem to be the only modern-day wearer of the Kangol-style bucket hat, famously worn by LL Cool J. It seems that although the ladies loved cool James when he donned this masterpiece, such affection isn’t reciprocated when I attempt to roll back the years.
But speaking of Kangol…there have been murmurings within the fashion world that the brash, bold, big logo-style of the 90s has returned to the fore. Is this really the case?
In the luxury department, last month’s New York and London Fashion Week saw a barrage of big names, such as Alexander Wang and DKNY, proudly reassert their brand logos on every dress, skirt and glove in sight. This was a real contrast to the more minimalistic and discreet approach taken by luxury labels, such as Gucci, in the throes of the world recession. In 2010, François-Henri Pinault, chairman and chief executive of PPR, which owns Gucci claimed “Our groups are moving toward fewer logos, more discreet luxury… a luxury which is more subtle, more sophisticated”. This approach was representative of more frugal times within our economy, but as we experience an ‘economic recovery’, it seems as though the designers at last month’s Fashion Weeks’ are encouraging their consumers to take a more braggadocios, ‘flaunt-it-if-you’ve-got-it’ attitude in their fashion.
For those who prefer (or like me, are forced out of circumstance to purchase) mid-budget clothing lines, you’ll find that this more ‘extroverted approach’ has proved to be infectious. With t-shirts, caps and sweaters littered by logos such as Obey, G-Star and the ever-present Adidas and Nike. Whilst the sports trainer/sneakers market will forever always be dictated by the brand logo, the canvas shoe industry seems to be engaging in a period of indifference. With the re-emergence of the 90s ‘preppy-look’, there seems to be a bigger focus on the manufacturer of the items worn above your ankles. Whether the sole of your shoes say Topman or Vans, it doesn’t seem to matter as long as you look the part on the day.
By Tommy Rufai, 19, London.
Economics Student/ Entrepreneur