Every Fashion House Wants You to Wear Their Logo—But Which One Will You Choose?

One of the major spring/summer 2018 trends is that every single one of the leading fashion houses wants you to wear its logo. For a long time, having branding splashed all over a collection was considered gauche. Around the economic crash Phoebe Philo's "Céline effect" meant many brands went down the subtler hidden-branding route, but everything has changed in 2018. Now, thanks to the likes of Alessandro Michele at Gucci and Demna Gvasalia for Balenciaga, which were the two biggest fashion houses of 2017, the brash logo has reemerged—big time. From Chanel to Fendi as well as Loewe, there's a vertiable label feast. Just one question: Which one will you choose? Keep scrolling to decide.