Fashion branding is a paradox: the categories that change fastest are built on identities that barely change at all. A luxury wordmark is a fifty-year asset; a streetwear logo lives or dies by the season. Understanding which game a brand is playing is the first question every fashion identity has to answer.
The work collected here spans that spectrum — house marks and their controversial sans-serif migrations, labels that treat the logo as merch, and identity systems built to flex across runway, retail, and feed without losing their author.
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