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