Logos from high-end brands like Louis Vuitton and Gucci have witnessed a global resurgence on the runway in recent seasons. In Western cultures, the trend is seeing a revival, but in China, it's seeing particular growth, reported Yiling Pan for Quartz. Ten years ago, wearing logos evoked disdain in China, but today, they're appreciated as a marker of luxury status, according to Pan.
China's obsession with hip-hop and streetwear, Pan wrote, has helped spawn the trend. Luxury streetwear is taking hold among the elite globally, but it has different roots in China. The popular Chinese reality show "The Rap of China" sparked interest in streetwear brands and was arguably the biggest mainstream platform for hip-hop and streetwear culture in the country's history, he said.
"Ultimately whether wearing logos is aesthetically relevant and socially appropriate reflects consumers' level of economic optimism," Ray Ju, a consultant at Labbrand, told Pan. "And that's why logos of big-name brands have once again become popular among Chinese luxury consumers, who are optimistic about the future of their country and their own bank accounts."