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Image / Fashion

The logo T-shirt is back and here are a few to buy right now


by Ellen Bird
09th Sep 2018
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One particular ’90s trend has made a steady comeback – welcome, designer logo T-shirts. Broadcasting your brand loyalty is back with a vengeance. So pledge your alliance to the flag— em, I mean, brand. No longer seen as gauche and tacky, this season, it’s all about the label.

Remember Abercrombie everything, everywhere? What about rock band tees tucked into ripped denim shorts and logo-lovin’ monograms? These days, every actress who makes it onto the red carpet is asked who she’s wearing; it’s clear we’re still obsessed with labels. So after years of normcore, logomania is back in full swing. This season, whatever you want to say sartorially, do it with a logo T-shirt – loud and clear. AW18 designers want you as their brand ambassador. I’m not talking about old-school Juicy Couture booty trackies though. I’m sorry (not sorry) — those babies will never make a comeback.

Will loud logos still be trending on Instagram next season? Honestly, who knows. But have you noticed how trends have become less throwaway in recent years? Either way, fashion is cyclical, and your investment T-shirt won’t go to waste; you’ll wear it in years to come, if not year-on-year. In the meantime, give your brand tee a personalised touch by pairing it with check print or vinyl pants, and an oversized teddy bear coat. What I love about this trend, too, is that designer T-shirts will always be more affordable than a designer handbag.

I’ve sussed out some designer must-haves and some affordable options for killer street-style status. Check-out my edit below. It will have you obsessing over endless styling possibilities all season-long:

Oversize T-shirt with Gucci Cities and tiger, €690 at gucci.com

Logo-print cotton-jersey T-shirt, Versace, €302 at matchesfashion.com

Logo printed short sleeves oversize T-shirt, €350 at balenciaga.com

Printed cotton-jersey T-shirt, Dolce & Gabbana, €245 at net-a-porter.com

White cotton T-shirt, €550 at fendi.com

Logo print T-shirt, MSGM, €80 at Brown Thomas

Clumber logo-print cotton T-shirt, Burberry, €210 at matchesfashion.com

Tiger T-shirt, €90 at kenzo.com

Lucy printed cotton-jersey T-shirt, Kith, €70 at net-a-porter.com