In the 1840s, when Hungarian composer Franz Liszt would perform, the audience would rise to a level of “mystical ecstasy”, driven to fits of hysteria in which they would swarm the piano concertist and fight over his handkerchiefs, his gloves, even locks of his hair. The phenomena compelled reporters to characterize the reaction as “Lisztomania”, a reaction that The Beatles would later compel in their own crazed fans.
While we’re certainly not fighting over the latest Fendi drop in the streets, a certain mania of its own has seized the fashion industry at large this year, one that is obsessed with logo-saturated surfaces that declare the status and swagger of the wearer. Logomania is everywhere, hijacking our eyeballs with its impossible-not-to-notice arrangements of all-over prints and top-to-toe coverage on stars like Kim Kardashian, Winnie Harlow, and Camila Coelho. Like another popular 2018 trend, animal print, logomania is not for the faint of heart or the subtle of style. Instead, its for the girl who wants to get noticed, and who wants that notice to be associated with an instant nod of brand recognition. Whether you drape yourself in logos or incorporate a logo’d piece here or there, you’re bound to attract attention either way.