Balenciaga and Vetements:
fresh perspective
With each new wave of trend changes, the method brands present their
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reigned supreme on the catwalks, often shamelessly covering entire
products or even creating total looks - from apparel to accessories.
The logos of fashion houses are also trending. Sans-serif fonts first
after that, patterned umbrellas and cashmere scarves appeared in the
extremely large or extremely small sizes, giving them an advantage in
commercial print and adverts. Today, designers are once again
appreciative of their simplicity, ease of adjustment to both billboard
and phone screen sizes, as well as infinite possibilities for
modifying and adding elements. Demna Gvasalia, the current creative
director of Balenciaga, recognized the bold potential of the logo.
He’s taken haute couture from the red carpet to the streets and turned
ordinary designs, like simple logo T-shirts, into true objects of
desire. What will happen when something completely ordinary or even
"unfashionable" is elevated to the status of luxury? In 2016,
Vetements, a brand founded by Demna and his brother, gained a great
deal of attention thanks to the logo of… DHL. The designer admitted
that the logistics company is ubiquitous in his daily life since it’s
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eye, evokes emotions, and provides a foundation for building
relationships with it, one can even get attached to it.