Explaining the trend of quiet luxuryfrom @alextwma

Transcript

No logos used to look like this, but now they look more like this. Because today rank are finding more clever ways to make their recognition earned. That means logos are becoming harder to find and sometimes the best logo is not including one at all. Take something like this, Prada's famous triangle you see on bags, jacket pockets, and shoes. The logo was everywhere just a few years ago. You almost couldn't escape it, but now it feels overdone, outdated, and frankly a little bit tacky. They can't remove it entirely because that's the point of a logo, to signal to others that you're part of some select group. So what does a high fashion brands like Prada do when tier universal selling point, their logo on clothes, no longer works? The answer is simple. In the same location you typically find a logo, you now leave the impression of a logo, three silver snap buttons with a removable logo patch to go with it. The wearer now gets to choose how they want to wear Prada's triangle and even if they take it off, a keen eye will still recognize the button outline as none other than Prada. Instead of everyone knowing where your jacket is from, only those with knowledge of the brand will worst. And this is great for Prada because it lets them add another step to the luxury hierarchy. It's no longer about showing off because that's not classy. They're saying that real luxury wants to be reserved. Some of you might have made the connection to Stone Island's arm patch too. Their signature compass logo is removable better leaves behind two buttons. For many, they're just better, but once again for a consumer with knowledge of the brand and its clothes, it's unmistakably Stone Island. It's become a way for wearers to signal a logo without using a logo somehow making it more impressive than simply displaying it for all eyes to see, but some brands today are taking a different approach, hiding their logos in plain sight. Look closely at this gray suit from Amiri last year. The Amiri logo is actually embedded into the checkered pattern. From afar, you wouldn't be able to tell. And as a bonus, it creates a really unique shape up close. Instead of something like Louis Vuitton's monogram blazer, they're using their logo to actually contribute to the design. It's a way of saying yes, you wear a designer, but that you have an eye for design too. Finally, some brands are simply toning it down. Instead of bold contrast text in big letters, they're opting for smaller logos that are embossed into the fabric itself. Just looking at this image, you wouldn't be able to tell that it's Gucci, but right at the base of the neckline, there's a subtle Gucci push out of the dress or for Courreges, a similarly discreet placement of their famous AC logo. Visible logos have been a part of fashion for a really long time. I actually made a video on how that came to be if you're curious. But there's certainly an evolution happening and it might not be long before they disappear completely. Because brands have found something more valuable than their logo being seen, being understood by a select few, and that's a much harder thing to fake.