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On Trend: Logo Lust

On Trend: Logo Lust

Our love of logos has reached fever pitch. Fashion girls the length and breadth of the country are clamouring to get hold of Gucci’s playful ‘fake’ logo pieces and Fendi’s cult collaboration with Fila, the result of which is a sports-inflected amalgamation of the two brands’ iconic logos. In short, logos have never looked better. Whether you’re paying homage to early noughties logo-mania or take a more nuanced approach to the streetwear trend, here’s how to wear it.

A woman on a street wearing a white Fendi X Fila jumper with a yellow tartan skirt and a brown leather Fendi X Fila bum bag strapped around her chest


Feast your eyes on Fendi X Fila. The collaboration combines Italian fashion pedigree with ‘90s athletic nostalgia for a painfully cool aesthetic. Dress a bum bag and Tee up with Valentino’s chic pleated midi skirt.


Off-White’s Virgil Abloh is the master of utilitarian cool. His signature “quotation marks” and hazard stripes are instantly recognisable and can be both satirical and chic. Wear the “Little Black Dress” with chunky boots and colourful accessories to make an elevated streetwear statement.

Photograph of a woman on the street in an Off-White Little Black Dress and red thigh high boots
Blogger Andria's Dose wearing a technical Gucci logo track top and logo wide leg trousers in navy


An unapologetic take on the logo trend, wear head to toe print with Gucci’s classic double Gs. Elevate a retro-chic track top by contrasting with a pair of wide-legged tailored trousers in a matching print. Team with a luxe Saint Laurent bag.

Images: Blaublut