The base of humanity is culture.
Culture is about us living in a community, learning from past achievements of our race and imitating.
But before we get into an ethic lesson here, the point I'm trying to make is that we imitate to fit in.
And Fernando Savater's principle perfectly applies to fashion, maybe in another level, but it does.
We want to fit in, we want to be hype, we want that bag with that logo to make us feel special.
It's a fever! It's a logo-fever, because a runway piece with a logo on it would be recognizable and even though we want to fit in as part of human's nature desire to belong to a club, we paradoxically want to stand out.
However there are two types of marks out there. I call them the timeless logo, and the massive logo.
Example... You can be the one girl with the lovely 2.55 black Chanel or the one with the MK bag.
There's a difference right?
Dont get me wrong, I like both brands, but talking about purses specifically... One is classic and the other not.
Why is that?
Logos used to be about status and identifying purpouses. Now with the great amount of colophons we deal with everyday, it's just too much.
The scadalous FW14 Moschino collection was a perfect epitome of that.
Logos are starting to dissapear, that's not only my point of view, Purificacion García and Carolina Herrera's latest collections made huge remark on it.
Add to this that the piracy market has grown dramatically over the last years, specially copying all luxury brand's signature logos like the iconic LV, making it affordable to everyone.
So, instead of being exclusive iconography of a certain lifestyle, it began to be normal and common.
Thing is that not everyone can afford Céline or Ferragamo, reason why instead of looking for design, people look for marks to show what they are buying.
I personally don't like this crazyness for big bold logos. I'm fascinated by tiger KENZO shirts, but I would certainly not buy logo-everything to avoid looking like advertising with a set of legs.
I’d rather buy those pieces that can be identified by the well trained eye of an expert in fashion, because even if other mortals don't see the brand, none can deny that those pieces exude a luxurious allure and quality that can't be replace by any letter.
Do you have the logo fever? Am I the only one seeing it or you’ve noticed as well? Are you pro or con? Do you like your clothes to be loud or neat ?
“Una de las características principales de todos los humanos es nuestra capacidad de imitación. Por eso somos tan educables y vamos aprendiendo sin cesar de los logros que conquistaron otras personas en tiempos pasados y latitudes remotas” (Ética para Amador, Fernando Savater)
Y o clasifico los logos en dos: categorías: el clásico y el masivo.