The need for loud, shouty branding ruled the fashion world in the late 1990s and early 2000s as maximalism reached fever pitch.
But as a result of Phoebe Philo’s “Céline effect” - which turned women's heads towards chic minimalism - matched with an onslaught of cut-rate counterfeits hitting the market, brands began to adopt a far more subtle approach to branding. That is until now.
The logomania trend is back in full force for 2018 and nowhere has it been more apparent than at Dior’s autumn/winter 2018 show in Paris this week.
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The Queen sat front row at London Fashion Week and it was amazing
Channelling the resistance culture of students in the 1960s to champion women’s equality, the collection was chock-full of crochet, embroidery and rainbow-coloured patchwork, but what really got people talking was the return of one of the fashion house’s most iconic handbags.
First launched by Dior in 1999 under John Galliano, the Saddle Bag was propelled to prominence in the noughties as it graced the well-dressed arms of fashion’s elite including Sex and the City’s Carrie Bradshaw, Paris Hilton and Destiny’s Child.
At the time it was available in a variety of styles from denim to leopard print but it was those that came swathed in the brand’s seminal logo and finished with a gold Dior “D’ buckle that really cemented its status.
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