Logo mania rules at Paris department store Le Bon Marché

By

Marion Deslandes

Translated by
Nicola Mira

Published
Feb 28, 2018

At the recent Fendi show for the Milan Fashion Week, the Italian luxury label's logo was writ large and reinterpreted with sportswear brand Fila, confirming the trend for flaunting brand names, the established visual codes notwithstanding. Parisian department store Le Bon Marché has gone down this route too, kicking off on 23rd February the 'Let's go logo' event, scheduled until 1st April.

About the logo, "we have heard it all: that it was finished, dated, forgotten, yet every time it comes back stronger than ever," quipped Le Bon Marché. The Parisian department store plunged into logo-mania, calling on 130 fashion, beauty and home decoration brands to contribute their own dedicated capsule collections: from Carven to Kiehl’s, Eres, Bumble and Bumble, Miu Miu, Kitsuné, Notify and Sacai.

 
"We wanted to shine a spotlight on the store's main players, establish a creative conversation with brands, take a peek beyond conventions," said Jennifer Cuvillier, in charge of the design office at Le Bon Marché. "They all gave free rein to their creativity, including products in their collections that were often quirky, far removed from their usual domain," she added. For example, Isabel Marant designed a pair of gardening gloves, while Eres went for a full lifeguard kit, including flip flops, whistle and foam noodles.

As part of the event, the Rive Gauche's high-end shopping destination invited two guests of honour. Lola James Harper, the lifestyle brand by Rami Mekdachi, transformed the store's first floor into a hotel lobby, while Off-White, Virgil Abloh's streetwear label, took a leaf from Parisian street cafés. Both of them produced exclusive collections for Le Bon Marché.