Homogeneity in High Fashion
In recent years, many have argued there is a trend of homogeneity when it comes to luxury fashion brands. This argument was catalyzed when brands like Balenciaga and Burberry shifted to using the same sans-serif font, sparking questions of what a logo truly represents, if not the individuality of the brand in question. Dior, Prada, Armani, and Louis Vuitton also all use variations of the serif font.
This isn’t solely a trend in the world of luxury fashion; brands like Google, Spotify, Pinterest, and Spotify have all modified their fonts and marketing strategies in the last few years, adapting to a style that is similar to other major brands. There is less reliance on originality in the actual logo, and more emphasis on the actual philosophy of the brand, their products, and their overall vision.
If the serif font equates to professionalism and elegance, it’s interesting to analyze what other facets of branding contribute to this feeling.
When I visited the websites of luxury brands like Gucci, Balenciaga, and Chanel, there is also a trend of homogeneity in their website design. All brands feature minimal typography and large images, focusing on the aesthetics of the products rather than the explanations behind them. Gucci and Chanel in particular have a very similar navigation experience as a consumer; after selecting a section to delve into, the layout is almost identical.
Another trend is the use of capitalization — demanding attention from its audience, and making a statement without having to use additional words or pictures. Luxury brands also have a tendency to focus on neutral colours like black, grey, ivory, and rose, along with a couple statement colours like red and green in their product selection.
Tiffany and Co., on the other hand, is the perfect example of individuality being reflected in a statement colour: Tiffany Blue. It’s historic, iconic, and easily recognizable. For brands that do not have a signature colour, their products stick to the neutrals to stay “professional”.
Therefore, luxury brands have shifted away from marketing in terms of logos and easily distinguishable website designs in favour of letting their products speak for themselves. There seems to be a clear indication of what is deemed professional, and brands are sticking to it. It will be interesting to see whether or not standards of luxury and professionalism in branding shift in upcoming years, and whether or not the homogeneity of brands will continue.