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From Chanel To Moschino: Why Branding Is Back

How Top Designers From Chanel To Moschino Have Made Fashion Fun
MILAN, ITALY - SEPTEMBER 22: Models, fashion detail, seen backstage ahead of the Moschino show during Milan Fashion Week Spring/Summer 2017 on September 22, 2016 in Milan, Italy. (Photo by Tristan Fewings/Getty Images for MOSCHINO)

Branding is back, in a big, big way.

Karl, Alessandro, Jeremy, Sophia, Olympia – it was all the usual suspects. Diamond-encrusted GG‘s, hot pink Coco’s, YSL stiletto heels, even Karl’s Fendi fluffs looked to be on sartorial steroids – it was four fashionable weeks of ostentatious branding.

The slogan is born anew; this time with prismatic colour and a tackiness of sorts. It’s the fashionable extrovert, who fears no logo too big, no chain too brassy.

So, be brave, be spirited and of course, extra flashy, because, in a hot second, the fashionable wind will change, as too the idea that anything goes.

Here, the best of the brazen, the brash and the damn right bold. Time to earn your stripes (and spots); fashion is fun, once again.


Over at the Chanel Data Centre, Karl Lagerfeld crossed the wires of tech and fashion, but did not forgo the ever famous Chanel signature. It was an audacious affair; emblazoned ‘Coco’ clutches, chunky CC bag tags and oversized, diamanté CC earrings – a case of blinged up electronics for the French fashion house.

chanel bag

chanel earrings

chanel bag pink

Saint Laurent

The shoe on everyone’s lips (and soon to be feet); Anthony Vaccarello put the Y back in YSL by way of foot, with a well-heeled interpretation. The famed ‘YSL’ was back with fashionable vengeance; with ears too dripping in deconstructed YSL diamonds.

saint laurent shoes

earrings ysl


Charlotte Olympia

Olympia’s catty approach was again on display; with slides synonymous with her trademark feline face. She also went slightly bananas, with banana emojis and the like gracing both shoe and bag.

 banana shoes

charlotte olympia bag

charlotte olympia slides


Perhaps one of the most historically flagrant fashion houses of all time; the eponymous Moschino was as palpable as ever. Emblazoned on everything; from boot to belt to bag, that famed gold signature was out with force.

 moschino boots

moschino branding

moschino bags


It was perhaps Alessandro Michele that endowed new meaning to slogan-wear; with the gilded GG now firmly plastered around waists, feet and shoulders the world over. This collection was no exception; with retro slogan tees, gigantic, jewel-encrusted GG sunglasses and self-affirmations in coloured diamonds.

 gucci jumper branding

gucci sunglasses

loved gucci bag

Sophia Webster

The Queen of slogan sweet talk, this collection was as flamboyant as ever; proving Ms. Webster truly wears her heart on her sleeve (or handbag).

sophia webster bag

sophia webster dolled

sophia webster sweet talk


The new wave of branding; the ‘fluff’ is now so synonymous with Karl’s Fendi, a Fendi bag would be fashionably futile without one. Enter the dip-dyed, daisy-dotted, extra-fluffy fluff – an insignia with a kitsch kick.

fendi fluff

fendi bag

fendi bags

What are you favourite fashion highlights?

Written by Chrisanthi Kaliviotis

With her lyrical turn of phrase and penchant for uber-glamour, Chrisanthi Kaliviotis is in her element writing about beauty for The Carousel, while weaving in fun fashion and pop culture references. She also loves a road test, so we send many of the new hair tools that arrive her way (she actually knows how to use them). Have you seen that hair?

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