Logomania: Refined Than Ever – Bernard Boutique

Logomania: Refined Than Ever

£195.00
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What is logomania? It is a term for popularising the streetwear emphasis on brand logos. Brand logos can be made up of typography and/or symbols, which can be unifying in fashion, as they become something that everyone can recognise and associate with. Logomania was born in 1925, with Coco Chanel using her initials as the iconic interwoven “CC”. Since then, the desire for logos on clothing has soared. In the 80s, early hip-hop designer, Daniel Day (aka Dapper Dan), pioneered manipulating logo motifs in a new stance. Dapper Dan hustled his way through success by selling "knock-up"  logo-ridden goods, but they became sought after of their own right. He understood the role of brands in communicating the aspirational style of the people of his Harlem neighbourhood; especially the young hip-hop artists. Dapper Dan stated "I started getting really into the symbolism of fashion-house crests. These brand logos have a power over people that I wanted to understand better." 

Dapper Dan wearing his own custom clothing in his shop, "Dapper Dan's Boutique."
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Once upon a time, exposing designer logos served as a signal to alert others to the wearer's pricey purchase, think of the maximalist y2k fashion culture for an instance; where logos were on almost everything! Now that logomania  has been exposed again in a new era, it has been reimagined in a new light, without it being perceived that you are showing off the luxe brands you can afford. Designers are bringing logos back on clothing with a more innovative approach. Rather than pasting in-your-face logos on their collections, they're releasing monogram designs that feel intentional; where the logo looks like a work of art. 
£195.00
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The execution of logomania from luxe designer brands has been so effective that high street brands have been starting to replicate this. The growth of logos in fashion signifies our interest to pay homage to our favourite brand's heritage, craft and quality. Furthermore, us, as consumers, are fond of today's logo print trend because it emphasises our desire to feel important in society. Whether the logo is from a high-end designer or it's from a high street brand, that doesn't matter. Dapper Dan  had a theory that, “a logo signifies status, and money, which go hand in hand... The thing is, you can have the status but nobody will know you don’t have the money. So that’s what gives it such an impact in your look.”  
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Written by Giovanna Scozzari
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