The era of the logo is coming to an end

Consumers no longer need over-the-top logos to signal wealth.

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The Future. Logos come and go often based on the economy. During boom times, consumers want to make their purchases count (and stand out) with highly visible icons. But amid economic uncertainty, they tend to focus on sustainability  which means buying more minimalist fashion that won’t look dated in 5 to 10 years. If luxury brands hope to keep up pandemic-era blockbuster sales, they might retire flashy logos and opt for subtler designs instead.

Understated luxury is in
Why is it suddenly passé to rock a Gucci belt or YSL crossbody bag?

  • Newly appointed designers at luxury fashion houses are eager to distinguish themselves from their predecessors. Logos were a staple of the old guard, so they’re choosing a fresh approach.
  • Consumers no longer need over-the-top logos to signal wealth. They can project status by owning expensive items with subtle branding like Bottega Veneta bags, which are known for their logo-free, braided-leather aesthetic.
  • Classic bags, whose aesthetic hasn’t changed much over the decades, tend to have the highest resale value and often sell for higher than retail prices, like Chanel’s 2.55 bags and Hermès Birkin and Kelly bags.
  • Millennials entering middle age are increasingly worried about climate change and responding to this crisis by buying less.

Fashion is cyclical 
So, what do consumers (who bought luxury for the first time with pandemic-era stimulus checks) do with their logo-emblazoned garb now?

Even if they decide not to resell, they’ll still be able to wear these clothes and accessories in 10 or 20 years when logomania becomes trendy again.

Kait Cunniff

Kait is a Chicago-raised, LA-based writer and NYU film grad. She created an anthology TV series for Refinery29 and worked as a development executive for John Wells Productions, Jon M. Chu, and Paramount Pictures. Her favorite color is orange.


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