If you have ever wondered about the power of the logo? The designer collaboration below, while humorous, serves to reinforce that power. This is an era of ironic, iconic collaborations between high fashion and popular culture and the lines are blurred. Think back to the Chanel Fashion show of 2014/15 Ready-to-Wear where a supermarket acted as the backdrop.
London-based graphic designer Reilly explored creative mash-ups and has married haute couture with mass market brands.
High and Low Mash Up
Power of the Logo
Colour and logos are powerful visual triggers that appeal directly to our emotions. Despite the words, we recognise the brand. For example, the Calvin Klein mash-up is still recognisable as Burger King. The bold colours shout out the brand. This is in complete contrast to the understated high-end logos of Chanel, Dior, Colette and Calvin Klein. These labels have the luxury of minimalist logos. Their reputation is so prestigious that they don’t need to shout their name from the rooftop. Mass media companies, need to do be bolder and brighter, in order to be heard above the other mass market brand voices. The very act of trying so hard to be seen and heard cheapens the brand, whereas high-end labels have the brand equivalent of white space – they don’t need to shout in the same way.
Mass media companies, need to do be bolder and brighter. In order to be heard above the other mass market brand voices they rely on bigger and better visual cues. The very act of trying so hard to be seen and heard cheapens the brand, whereas high-end labels have the brand equivalent of white space – they don’t need to shout in the same way.
High-End “White Space”
Building credibility and status is a combination of factors:
- extreme creativity in fashion shows shared on social media instantly
- Digital media buying (ie multiple pages of adverting in fashion bible du jour, whether it be digital, such a Porter (Net-a-Porter’s offering)
- Key relationship building with social influencers like Xenia Tchoumitcheva, Zoella Zeebo or Christene Barberich etc
- Alignment with the “right” celebrities (i.e. positive
- Advertising and editorial space in the latest beacons of fashion such as Vogue or CR Fashionbook
The result is an ironic mix of the high and low, executed so artfully by Designer Reilly, that it leads to a collective squeal of delight from designers globally.