Logos have always had their place in fashion. In the ’80s and early ’90s they were the ultimate status symbol, with designer names stamped across every must-have item. Then in the 2000s a more paired back aesthetic came into play and branded clothes fell out of popularity. However, with a lust for everything nostalgic, type hype is back on the runway.
Ensure you opt for the right letters, with our list of the fonts everyone is using now:
1. Cyrillic Script
Russian-born Gosha Rubchinskiy is a pioneer for the trend, using the alphabet of his native land in his sporty Soviet-bloc collections. Elsewhere, Vetements released a limited stock of hoodies paying tribute to Russian music icon Zemfira with musician’s name in Cyrillic on the front and back. Other designers inspired by their Eastern heritage are Yulia Yefimtchuk who printed the Russian phrase for “we will build a new world” on black unisex aprons for FW’16; Streetwear brand Sputnik 1985 and US label Heron Preston.
2. Handwritten Signatures
Irregular doodles and child-like lines can be found scrawled across Alexander McQueen’s beige suits for SS’17 and KENZO’s rave-inspired T-shirts. Yohji Yamamoto took the DIY aesthetic even further, by hand painting his garments.
3. Blackletter Font
Bold Old-English-style letters referencing gothic and rap music artwork can be found everywhere from Vetements to Kanye West’s “Life of Pablo” clothing merchandise.
Other designers using the font in their work include Palm Angels, Marcelo Burlon County of Milan and Australian brand DAISY.
4. Information text
Even Helvetica is having a moment. “Easy-to-read” typefaces have been spotted on Christopher Ræburn’s sweatshirts; Canadian designer Devon Halfnight LeFlufy caps and collars and Russian brand ZZDZ bomber jackets.