Miami. Los Angeles. New York and now Barcelona. The fashion world has renewed its love affair with logos to make them bigger, bolder, and more audacious than ever before. We are leaving behind the era of austerity to confidently display whatever we fancy.
The need to create loud, enormous, and flashy brands began to decline at the end of the 1990s, after the maximalism of logos reached its peak and a slew of counterfeit products branded logoed clothing as «bad taste» fashion. Concurrently, new designers who became almost rock stars, such as Phoebe Philo, led many brands to adopt a more subtle and minimalist approach in developing their pieces. The branding moved away from the seams and started to focus more on other aspects of clothing… until now.
We are currently transitioning into an era of audacity. It seems people are no longer ashamed to wear logos from head to toe. At Flamingos, we bring the fashion that major Spanish stars like Rosalía or other musicians associated with trap, rap, and hip hop, who are not afraid to dress in the Big Logo, are wearing. Enough of being embarrassed about what you have because what you achieve, you deserve. That’s the philosophy of the new generations and the impact it has on fashion.
Now, brands that made their name by repeating logos are back. Monogrammed bags, logos melted into geometric designs, ‘logocentric’ sweatshirts, logo fur coats made popular by Kendall Jenner, or the iconic retro baroque prints are all making a comeback on the dance floors. At Flamingos, we revisit all that Big Logo fashion, originally created in the 80’s, 90’s, and 00’s, and we are bringing it back so that the most current trend also has that retro savoir-faire air that makes it even more fun.