This Trend Used To Be Cheesy, But Now It’s Insanely Chic

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Do you remember your first high-end bag? We do. It was emblazoned with a logo (a repeating one at that) and we toted it proudly. How else would anyone know it was designer? Logos were the coolest of cool. Then at a certain point in fashion, a shift occurred and overtly branded goods began to feel less than chic—on the precipice of tacky even. But not anymore. For fall, designers want you and everyone else to know you’re wearing their label, be it via ornamented lettering or a subtle monogram. See Raf Simons’ understated designs for Calvin Klein in which a tiny 205 (denoting the address of the brand’s New York City offices) is stitched onto a range of clothing. Or branded baubles like Saint Laurent’s monogram earrings and necklaces. The street style set is swarming with logos in full view—Gucci, Chanel and Louis Vuitton some of the most notable. It’s that good taste/bad taste juxtaposition that’s not only cool again, but super fun (in small doses, that is). Here, shop our edit of the chicest ways to embrace the new logo mania.

Adam Katz Sinding

Logo Mania

Sweatshirt With Ribbed Back Hem

$69

DKNY

Logo Print Sweatshirt

$73

Levi's®

White Reebok Edition Tennis Socks

$95

Vetements

Logo Patch Sweatshirt

$135

Tommys Jeans

Button-Embellished Printed Cotton-Jersey T-Shirt

$265

Balmain

Embroidered Cotton-Jersey Turtleneck Top

$295

Calvin Klein

Printed Stretch-Cotton Jersey T-Shirt

$325

Loewe

Logo Print Shoulder Bag

$330

MSGM

Gold-Plated Necklace

$395

Saint Laurent

Logo Clutch Bag

$540

No. 21

F Is Fendi Earrings

$550

Fendi

Logo Print Iconic Pouch

$575

Givenchy

Stripped Open Back Shirt

$628

Off-White

Clea Padded Bomber Jacket

$637

Acne Studios

Leather Belt

$725

Chanel

Manipulated Figure Logo Bag

$750

Marc Jacobs

Slash Logo Booties

$945

Balenciaga

Embellished Cotton T-Shirt

$990

Miu Miu

GG Marmont Quilted Leather Belt Bag

$1,050

Gucci

Lucia Logo-Appliqué Quilted-Velvet Shoulder Bag

$2,395

Dolce & Gabbana

Cahier Small Two-Tone Leather Shoulder Bag

$2,660

Prada

Petite Malle

$5,200

Louis Vuitton