Logos. Big, bold and without ambiguity. There’s no easier way to let your style loyalty be known than to write it large and loud across your outfit. Logo mania has taken over the fashion industry again in 2019, making a big return since its last major cycle in the ’90s. During that era, being plastered in logos was cool - until it wasn’t. Just as strong as the fad’s infiltration into the scene was its disappearance; what once was a mark of being super trendy, faded into a land of taboo trends.
But with celebrities like Rihanna or Dua Lipa and high-fashion brands like Chanel, Versace or Fendi reclaiming their place in the mix, the logo craze just may have longevity well into the future. Logos have become the de facto uniform for those who want it to be known to which tribe they belong and sunglasses do play a key role in this decision-making. Even if it is just a hint, via a purse, pair of shoes or the sunnies themselves. And today it is not all about having big logos on the temples alone, it’s about the lenses too. With special effects on them, the logos are lasered for what is perhaps the loudest of decorations in sunwear. Meanwhile the writing might appear on any part of the design, as if there are no rules anymore. From its more classical positioning on temples, to the bridge or the end tip or a more extreme interpretation where the whole front of the frame takes the form of the letters themselves…
In-your-face logos are a thing...
Author: Giorgia Cantarini
Trends
July 03, 2019
\\ Versace SS19
RETROSUPERFUTURE
\\ STYLE: REED
Reed is a sharp model characterized by its wraparound frame, wide toric lenses and sleek construction. Reed Turbo comes in three new bright acetate finishes: a shiny red acetate with purple graphics on the temples, a lime green acetate with magenta tags and a luminous white acetate with red detailing.
www.retrosuperfuture.com
FENDI
\\ STYLE: IRIDIA
Iridia sunglasses offer a sophisticated retro styling. The Havana frame front with FF motif has a boxy cat-eye shape with bent corners, decorated with triangular crystals. Black tips, and temples in gold coloured metal with Fendi logo engraving add to the effect. Seductive lenses in blue contribute to the pure glamour of this exciting new design.
www.safilo.com
VICTORIA'S SECRET EYEWEAR
\\ STYLE: VS0003
The Angels must be recognized especially while walking on earth. High shine in the uber-trendy Shield shape. The style features a metal frame and Victoria’s Secret logo detail; tone-on-tone signature VS stripes make a statement across the lens.
www.marcolin.com
GIORGIO ARMANI
\\ STYLE: AR 6094
An alluring and seductive frame that oozes elegance. A handcrafted acetate frame is fused with nickel hinges. Eyes on the “Giorgio Armani” signature, which crosses the entire front in ultra-light metal, giving personality and recognition to the oversized round frame. Available in polished pale gold and smoked lenses, shiny silver and blue lenses, and polished gunmetal and shaded purple lenses.
www.safilo.com
\\ From left: Valentino SS19, Fendi SS19, Chanel SS19
SALVATORE FERRAGAMO
\\ STYLE: 51S928 718658
Made in Italy, these elegant cat-eye shaped acetate sunglasses have light gold ultra-thin metal temples featuring the revised Gancini detail. The UV protective lenses also have an anti-scratch treatment.
www.marchon.com
BALENCIAGA
\\ STYLE: SKI RECTANGLE
A colorful transparent mask with the hit logo on the bridge – it has been there for a couple of seasons. Simple and futuristic, the model has transparent temples and no other details. The effect is to embrace the face and enlighten it with its flashy colour.
www.keringeyewear.com
ETRO
\\ STYLE: 191D2X94132480702
Etro’s most important signature print is Paisley. These round sunglasses with metal frame and smoked lenses feature a delicate, contrasting Paisley motif. The temples are embellished with a golden ‘E’ to evoke the logo, and the tips feature a Paisley silhouette.
www.marchon.com
LONGCHAMP
\\ STYLE: LL0110 S _001
These uber classy gradient sunglasses feature a full-metal front enriched with an enamelled profile, creating a regal, oversized shield. The graphic stripes on the temples evoke the decorative motifs of Longchamp’s bags, while the brand’s metallic galloping race horse appears proudly on one temple.
www.marchon.com
VERSACE
\\ STYLE: LOGOMANIA PILOT
Versace, always known for its logos, has just launched the ultimate statement accessory. It is not Versacyy - it’s Versace - and it’s well lasered on the lenses of this full gold aviator. You won’t be reading it but anyone who looks at you will!
www.luxottica.com
GENTLE MONSTER x FENDI
\\ STYLE: FF0369S
From the new GENTLE FENDI collection - a collaboration between Gentle Monster and Fendi with the words emblazoned clearly on the front on the lenses.
www.fendi.com
DOLCE & GABBANA
\\ STYLE: DEVOTION
Baroque’n’roll forever. The typical opulence and all things decadent from the world-famous Italian Fashion House. The one-of-a-kind rounded shape is adorned with 3D gold details that draws a D and a G around the lenses. A chance to “frame” the eyes like a work of art.
www.luxottica.com
