The trend is about playful variations of typography in actual brand names.

By Balthazar Malevolent


Although it marks a social status and indicates many other profiles of a person, wearing luxury fashion brands might not always be the most exciting thing for fashion lovers – it is exactly the opposite – wearing the obvious copies. In 2014, a new fashion trend emerged on all social platforms, massively supported by different kinds of fashion lovers including bloggers, high end fashionistas, magazine editors, celebrities, and even the designers themselves. The trend is about playful variations of typography in actual brand names. Hence, CELINE became “CELINE ME ALONE”, HERMES Paris became “HABIBI Dubai”, Givenchy became “I don’t give a f*ck”, while all these kept the authentic style of a real brand - its original typeface, form, and overall appearance on a garment.

Playful variations of typography: Hermes, Givenchy, Celine

Considering that today we live in a world where labels, logos and 'filter-perfected' lifestyle standards are constantly added into our news feeds, it comes as no surprise that many fashion houses, run by designers who grew up in the last age of logomania and are now leading Generation Social Media, chose to play in their collections with a little creative typography. There are not many individuals as hard to please as the crowd of fashion. They are a fairly diverse group when it comes to taste, style, what is trendy, what is interesting and what's important. Thus, for graphic designers working on anything destined for fashionista consumption is a pretty tough call. Behind the scenes, the typography is influenced by the most unpredictable things, things that did not exist twenty years ago, and that will most certainly continue to change fashion and the typography in future.

Rick Owens refuses to be restricted by the perceived parameters of what is aesthetically acceptable in fashion.

“I think that for everybody, the main thing in life is to be listened to. To be listened to by someone who loves you, to be listened to by a lover, to be listened to by children who you want to teach. You want to express yourself and for people to respond.”

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