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Logophilia hit a high in the 1980s, then dipped in the less showy 1990s. But in 2000, it kicked into full gear again with brand names and logo prints splashed across everything from the most downmarket to the most luxurious items. “Quite a bizarre trend if you analyze it too deeply,” says Shelly Vella, fashion director of Cosmopolitan UK. “People normally associate wearing logoed merchandise with the need to advertise wealth and buying power: ‘Look at my Versace sweatshirt, Gucci jeans, etc.’ In decades past, sophisticated designer-ism was about quiet elegance and style connoisseurs could recognize the cut of a good designer garment. Somehow, in the late nineties, Louis Vuitton logo-itis caught on and everything from Macs to bags, shoes, and tops bore a logo. I saw that whole trend as an attempt very successful by designers to reestablish the ‘cult of the designer’ and to market conspicuous consumption as cool.” In a way, wearing a logo is like wearing gang colors. Just as the Bloods and Crips brandish red and blue bandannas, the Fashion Victim wears the designer logo as a proud badge of membership. It’s an act that’s tribal at its core. “It’s like schoolchildren all nagging for the coolest trainers [sneakers, for you non-Anglophiles],” says Vella. “If you’re seen to be wearing the right thing, you’re in.” A brand name can add immediate “worth” to two identical products. “Branding is unfortunately the cornerstone of many fashion labels today not the design, the innovation, the cut, or any other skill honed by the designer. And what the brand stands for is everything,” says Debi Hall, fashion-branding strategist for JY&A Consulting in London. “As the Japanese say, name is the first thing without a name, a garment in today’s highly capitalistic, value-added culture is worth very little. Take the vintage phenomenon: even if a secondhand dress is without a label, because it once had a name, it is still worth something. If, however, it is simply a secondhand dress with a name nobody has heard of, then it will go for pennies.”Korean Style Fashion | Elsadira Kpop Allnewhairstyles

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