The discreet luxury of fashion no logo

For some time now the fashion no logo it has won space between brands, at all levels. The most accessible brands, for example, have reduced the size of their logos to adhere to this new aesthetic, others have deleted them from their creations, still others have opted for a more sober and minimal image than in the past. But even in the high range there is a new sensitivity, with collections in which the label that twenty and thirty years ago was in the foreground, as an iconic and distinctive sign, is now much less flashy or even ultra stylized, focusing on quality and customization of garments and accessories – perhaps with their initials – as a new form of style and prestige.

Celebrity

In the United States and in the Anglo Saxon world in general the trend in question is identified with the expression quiet lu lu

it is also well known to many celebrities. If until twenty years ago among the reference fashion models included artists such as Annifer Lopez and Bey, which even in their video clips highlighted brands and logos, now the folloers AngelinaolFor example, they are divas who have long shown themselves in their simplicity, wearing garments with a minimal style and neutral colors. Among the new levers of the star sy enn, supporters of an inconspicuous everyday fashion when they do not tread the red carpet.

Millennials and Gen Z

The no logo fashion is a trend appreciated especially by the Millennials (born between 1980 and 1994) and Generation Z (born from 1995 onwards). In fact, these are groups of consumers who, unlike parents and uncles, are more focused on content, emotions and ethical values that convey the brands. These targets are not and do not remain faithful for long to a single brand in an exclusive way, but reserve the right to take a position depending on the products and storelling In short, the consolidated brand is not enough for the purchase to take place, but other elements are needed that win over customers under 45, for example inclusive messages and positive body

Customization

Another aspect that emerges by analyzing the characteristics of no logo fashion is that the consumers who support it do not so much seek homologation and a sense of belonging, typical of the fashion of the eighties and Nineties, closely linked to brands and their recognizability, as autonomy, independence, desire for diversity and uniqueness. Instead of a logo in plain sight, you prefer the possibility to customize pieces of clothing and accessories to claim their identity. There are also several sites that explain how remove labels without spoiling the garments, for a simpler style and for a more free and original creativity.

Context

Some historians and intellectuals have pointed out that, on closer inspection, sober fashion and discreet wealth, barely mentioned, never ostentatious, go hand in hand with the darkest and most uncertain eras. Looking back, the trend seems a constant, although it was not identified with the expression no logo. At the end of the third century, for example, the fall of the French monarchy, the subsequent rise of industrialization and the development of urbanization marked the beginning of the so-called Great Renunciation: on the male front, in particular, belletti, wigs, lace and lace were abandoned for the benefit of simpler and more practical clothing, even in the more affluent classes. Today, in the post-pandemic crisis, with galloping inflation and a world marked by many questions, it seems that more and more consumers prefer a fashion that represents a safe harbor, with tailored garments and unise neutral colors intersc