Are These Logos A Statement Worth Wearing?
By Haven Hathaway
Logos will always be an essential part of a fashion brand's success. They allow customers to associate their favorite brands with good quality and reputation. When you see someone on the street wearing the sleek black Prada loafers, your eyes are undoubtedly drawn to the famous and recognizable shiny silver triangle logo on the top of the shoe first.
Stop and think for a second about your favorite fashion brand logo.
I know we all have a favorite logo that no matter what article of clothing it's on, you are wearing it. A logo is an “iconic and central” part of a luxury brand, so to see the major fashion houses like Louis Vuitton, Prada, Moncler, and Valentino alter their signature logos to highlight sustainability must mean this is serious business.
Business Of Fashion describes this new effort made by luxury brands as blending conspicuous consumption with virtue signaling. However, the most important effort from a consumer perspective is that these influential brands recognize the customer's needs and are putting forth a promise to become more sustainable and transparent about their eco-friendliness.
Louis Vuitton altered their straight-lined LV logo to resemble a recycling symbol and is featured for the first time on a pair of 90% recycled trainers designed by the late Virgil Abloh. Vogue Business highlighted that global head of sustainability Christelle Capdupuy says the logo is the start of “a brand-wide transformation embedding sustainability across the business.”
This sneaker is said to truly make a mark on the brand’s sustainability journey. It is a commitment to act on the sustainability ideas and missions Abloh had started for LV.
Prada has also added an arrow to its signature triangle logo, and Moncler and Valentino have added arrowheads to their classic V and mountain logos.
Luxury brands have had a very slow time immersing themselves in the fashion sustainability world. This logo change is a powerful move with the brand's marketing and understanding of consumer behavior. As stated in the BOF article, the pressure is now on for other brands to follow suit and promote sustainable shopping habits in their community.
The altering of your company's ethos and putting that stamp of dedication publicly out for the world with a new logo is the step we have wanted to see to have a more open and transparent relationship between brand and consumer.
We just have to continue to hope these brands will stick to their word and not stop from looking into other areas of harm, such as worker protection.
The LV trainers with the new recycling symbol logo are very striking to consumers and undeniably cool, so we have to ask ourselves if these new logos will instead drive the consumption of luxury goods which is by far the most significant negative impact of this industry. The new logos are in the early stages, and many more factors need to be considered by the brands before they become mainstream.
The next time you walk the city streets, your eyes may be drawn to these new eco-friendly luxury logo designs on those Prada loafers or LV sneakers you can spot from a mile away. As sustainability advocates, we can recognize this as a time to spark conversations with each other and share our love for the environment, and bring awareness to these issues.
-As always, elevate your wardrobe with respected fashion and embrace the shift in style
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