Image source: VOGUE
I have a GUCCI canvas tote bag. As you think, it is covered with a logo, which I bought at an outlet in New York 8 years ago. It was my first luxury handbag, strong and dirt-resistant. When I was still using a 13-inch vintage macbook pro, this GUCCI bag was my commuter handbag. I put a few pounds of computers and laptops in the subtropical area every day. The rain and the sun came and went, but only some corners were worn.
I am not dissatisfied with it, but then I decided not to carry it because the handbags, belts and shoes full of logos became objects of crusade in the years when luxury brands fell into global sales difficulties. The laziness of creativity and the catering to flaunting should be wearyly abandoned by a generation of consumers who pursue mavericks.
I'm really embarrassed to go against the trend. I put away the GUCCI tote bag and hid it at the lowest level of the cabinet.
However, once again confirmed that the trend is a reincarnation, the logo came back overnight. I opened Net-A-Porter that day. A new topic on the homepage was "The Logo Bag", and on top of it was a model wearing the recently hot GUCCI logo T-shirt. I tried to understand how this all happened and what made public opinion suddenly turned upside down-the recommended handbag logos on Net-A-Porter are one big game, but obviously no one will treat it as vulgar now. The words of the category hang together. Looking at the street shots during fashion week, photographers frequently pointed the camera at the tops printed with the brand logo.
Written with "Luxury!" The author of the book, Dana Thomas, attributed the resurrection of the logo item to the current design trend that is paying tribute to the 1980s: "The logo fanaticism was tamping at that time, and now the new use of the logo is more romantic, soft and humorous. "Dana Thomas described how the fanaticism of the 1980s was. New rich American hip-hop singers stacked Chanel's logo necklaces on top of each other, and luxury brand names were piled up in the singer's new lyrics like the name of the dish.
It is inevitable to mention that the new GUCCI plays a key role in the resurrection of the logo item. Under the retro-style packaging, each flowery pattern is endowed with the romantic significance of religion, theology, and philosophy, so even GUCCI The red and green stripes and the upside down combination of logos have become pleasing to the eye.
In the past two years, we have seen various examples of applying brand names and logo fancy applications, such as JWAnderson's pleated skirt and its logo bag. Wang Jia B, who works in a private equity fund, is a fashion lover. When she talked about two examples of JW Anderson, the logo is not very recognizable, and it is more like a decoration or a person who understands that feeling. In other words, whether it is evil or not, it also depends on whether the brand name or logo are artistic enough to be clever.
However, the latest logo item on instagram is not a bag or a skirt, but a T-shirt. This trend may have been brought up first by Kenzo. The sweater with the brand name and tiger head can be mixed with the density of one person for every ten people passing by. But now the most popular logo T is not so complicated-whether you are Moschino, House of Holland, Dolce & Gabbana or Saint Laurent, it is basically a combination of a white shirt and black characters.
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The BoF Fashion Business Review once wrote an article that the younger generation of designers like to make this kind of simple and ultimate logo T, because their youth is spent in buying Adidas and Nike, and these two sports brands The most common pattern is the logo, which has a subtle influence on the designer.
But it is more likely that people may never really dismiss the logo-the logo item acts as a scapegoat for a luxury company when the business is not good. Even more ironic is that every fashion fan who thinks he is maverick is actually just a follower, from saying that he doesn't like the logo to following it to pick up the logo again.
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