The confluence of the logo and fashion has never been more evident than right now. As well as the DHL T-shirt, which became its own fashion cause célèbre, we’ve had Anya Hindmarch’s Boots Boots and Palace’s Pay Pal referencing top. While pop merchandise has become a very lucrative iteration of the logo tee, old band T-shirts are now high fashion and everyone including Morrissey are doing (surprise) pop up clothing shops.
Gucci’s creative director Alessandro Michele is a man who is not afraid of a bit of postmodernism, as evidenced by Guccighost. Among the exciting geek-chic items, Gucci’s cruise collection featured a shockingly simple, logo’d T-shirt. The font was capitalised, in a rusty shade of gold, underlined by a drawing of their trademark red and green belt. It worked for several reasons, not least because of Michele’s self-referentiality which feels very in the air (Armani quickly followed suit).
The T-shirt also feels very on-trend, contexualised by wearers such as Olly Alexander from Years & Years and Justin Theroux, whose new status as clothes horse is underlined by his love for iconic vintage T-shirts. Although the T-shirts are yet to be made available from Gucci online, Ebay is filled with vintage Gucci T-shirts, which are almost as exciting.
