Editors’ Pick: Missoni Taps into the Logo Explosion

Fashion brand logos are everywhere. Everywhere you look you see major fashion brands with their logos emblazoned on everything from clothing to accessories to household goods.

Some brands have always festooned their logo on namesake products. Depending on the age of consumers, those of a certain age will remember that the late 70s and early 80s were eras where there was a proliferation of logos and labels on what was then labeled “designer clothing.” Beyond that, most consumers are familiar with the Chanel belt with the legendary Chanel doubled Cs as a part of the buckle, or the iconic entwined GGs of the Gucci brand all over the brand’s product. And of course, the Moschino brand has always shamelessly imprinted its name on everything Moschino.

Moschino has now stepped into the current logo fray. For the women’s pre-fall 2018 collection, Missoni pays homage to its distinctive identity by designing a series of items, featuring the iconic Missoni logo in the brand’s trademark rust color.

The results are urban, fresh, and sophisticated statement pieces with a bold and powerful style that is unmistakably Missoni. The brand’s logo is repeatedly embossed onto refined leather garments—such as trench coats, trousers, miniskirts, shirts and bomber jackets —or printed all-over on sweatshirts and puffer jackets. 

The Missoni logo-mania also takes over a wide range of accessories, with the logo appearing on knitted gloves, beanies and scarves, as well as stylish leather wide-brimmed hats, sporty baseball caps and long gloves. The logo frenzy doesn’t stop there: a head-to-toe outfit comes to life thanks to edgy booties, comfortable sneakers, and chic lace-ups. 

Missoni is hoping that this logo explosion will keep the brand on track with the current trend of logo branding—a trend that harkens back to the logo and label trend of the late 70s and early 90. Hopefully, this will give Missoni more appeal to the ever-expanding Generation X and Millenial fashion market, a demographic that many household brands are desperately trying to find market traction with, particularly as luxury spending with young consumers is on the decline.—William S. Gooch