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…