PARIS — Le Bon Marché is celebrating fashion’s renewed love affair with logos with an event featuring exclusive products by 130 brands.
The “Let’s Go Logo!” exhibition, set to run from Feb. 24 to April 1, will showcase capsule collections with playful variations on brand logos and unexpected products, including Isabel Marant gardening gloves, an AMI Alexandre Mattiussi scooter helmet and Guerlain honey.
It features two guests of honor: Off-White designer Virgil Abloh, who has created a temporary store including the brand’s first cafe; and Rami Mekdachi’s lifestyle brand Lola James Harper, which has designed a lounge space, with an area to record music and shoot hoops, as a taster for its future Paris hotel.
Jennifer Cuvillier, style director at Le Bon Marché, said the retailer started working on the idea a year ago, and watched the phenomenon snowball in the last 12 months.
“It’s a huge trend this season, with logos appearing on all kinds of products in fashion, whether luxury brands or designer labels, ready-to-wear or accessories. In every sector, the logo is king,” she told WWD.
“The approach has evolved since the Eighties,” she added. “Nowadays, logos are very visual, big, unexpected and fun, which I think is linked to the explosion
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