We're Entering a New Era of Cool Logo Fashion—29 Pieces That Feel Very Right Now


(Image credit: @darjabarannik)

This year marked a moment in fashion that was punctuated with phrases like "quiet luxury" and "low-key luxury." Largely, this brought in a wave of pared-back, logoless pieces from designers—a complete 180 from the logomania that took over the fashion scene years back. It seems that we may have reached a new era of logo fashion, however, as more pieces have been dropping on the market finished with designer monograms and motifs.

This time around, we're seeing less of the loud printed pieces and head-to-toe monogrammed looks that were everywhere circa 2017. Now, designer logos are often a touch more subtle—a ribbed tank top with small letters embroidered on the front, an abstract monogrammed belt buckle, a signature metal clasp to finish a bag, the letters of the brand spelled out as a tiny but readable word across the toe of a shoe. The appetite for logo pieces is certainly returning, albeit in a new way, and these are the coolest logo-fashion shopping finds to add to your cart now.

Associate Director, Special Projects

Kristen Nichols is the Associate Director, Special Projects at Who What Wear with over a decade of experience in fashion, editorial, and publishing. She oversees luxury content and wedding features, and covers fashion within the luxury market, runway reporting, shopping features, trends, and interviews with leading industry experts. She also contributes to podcast recordings, social media, and branded content initiatives. Kristen has worked with brands including Prada, Chanel, MyTheresa, and Luisa Via Roma, and rising designers such as Refine and Tove, and her style has been featured in publications including Vogue.com, Vogue France, WWD, and the CFDA. Before Who What Wear, Kristen began her career at Rodarte, where she worked on assistant styling, photo shoots, and runway shows, and at Allure, where she moved into print and digital editorial. She graduated from the University of Southern California, where she studied art history and business, and currently lives in New York.