The Fashion Cycle Never Sleeps
Trends turn over faster than a sample sale rack. If something is popular today, it most certainly won’t be in a year from now. In five years though? It may very well be flying off the shelves. Independent of individual trends, some labels manage to ride the wave of changing tastes, staying relevant no matter the decade. Others lose momentum, whether through bad decisions, overexposure, or just running out of creative magic. Here’s a closer look at 10 still thriving and 10 that remind us not every logo ages well.
1. Gucci
Gucci has survived decades of ups and downs, but its knack for reinvention is what keeps it at the top. Whether it’s exploring sultry minimalism or maximalist fantasies, Gucci refuses to settle for the status quo. When one era ends, their designers manage to breathe new life into that iconic double-G.
Johanne Pold Jacobsen on Unsplash
2. Louis Vuitton
The LV monogram should feel stale by now, yet it somehow retains its freshness. Virgil Abloh’s men’s collections made it street-cool, while collaborations with artists like Yayoi Kusama continue to keep the brand fresh for a new generation. Owning some of their original luggage still feels like the ultimate luxury flex.
3. Prada
Prada is fashion’s intellectual rebel. Their iconic black nylon backpack from the ’90s still holds prestige. While their collections veer between austere and strange, Prada always manages to feel like the most intelligent fashion brand out there.
4. Chanel
With their double-C logo, Chanel’s legacy carries itself without having to be gaudy and loud. Even perfume counters at suburban malls can’t dull the aura of luxury when someone carries a classic flap bag.
5. Dior
From Christian Dior’s “New Look,” emphasizing ultra-feminine silhouettes with cinched waists and full skirts, to Kim Jones mixing tailoring with sneakers, Dior hasn’t slipped. They manage to balance heritage with relevance, pulling in new audiences without losing the old ones. That’s not easy.
6. Hermès
Hermès is the opposite of hype culture. They don’t make use of gimmicks, offer flash sales, or even engage in strategic collaborations to boost sales. Their roster includes the Birkin, the Kelly, and a waiting list that stretches years. When a brand dares to treat you like they don’t need your business, that reflects a rare aura of power.
7. Versace
Versace is unapologetically itself with its Medusa heads, baroque prints, and gold-on-gold excess. It may be flashy and a little over-the-top, but that’s exactly what draws people in. The brand thrives because it never tried to be subtle with its style.
8. Saint Laurent
This brand has perfected slim silhouettes, leather jackets, and a subtle rock-and-roll energy. Whether under the leadership of Hedi Slimane or Anthony Vaccarello, Saint Laurent has managed to stay edgy without looking like it’s trying too hard. After all, black skinny jeans never really go out of style.
9. Balenciaga
Balenciaga pushes buttons, often to the point of parody with their $1,800 “trash bags,” triple-soled sneakers, and dystopian hoodies full of rips. People may debate if it’s genius or a scam, but hey, they’re still talking. Attention is currency, and Balenciaga keeps cashing in.
Samuel Regan-Asante on Unsplash
10. Bottega Veneta
Bottega opted to avoid the use of logos, relying on craftsmanship instead. When Daniel Lee came on board, he turned it neon with oversized clutches and square-toe sandals, and suddenly it was a viral phenomenon without losing its quiet luxury appeal. That’s managing to thread a subtle needle.
Now here are 10 brands that lost their way.
11. Ed Hardy
Tattoo-inspired rhinestones once felt rebellious, and then all of a sudden they were everywhere—on T-shirts, hoodies, even dog clothes. Oversaturation killed the cool factor, leaving Ed Hardy as a relic of mid-2000s nightlife.
12. Juicy Couture
Velour tracksuits with “Juicy” across the backside ruled malls and red carpets alike for years. For a time, reality television stars like Paris Hilton wore them like a second skin, but when the trend shifted, Juicy slid into outlet store obscurity. Now it’s mostly ’90s thrift nostalgia you find hanging on racks in Goodwill.
Sergio Calleja (Life is a trip) from Barcelona, Spain on Wikimedia
13. Abercrombie & Fitch
There was a time when an entire generation of adolescents craved the cool that came from wearing these clothes. Shirtless models outside stores and overpowering cologne told crowds exactly where that store was located within a mall. Then, the tight-fitting clothing and cultivated exclusivity turned toxic, and their logo-heavy polos aged badly. A rebrand may have softened the edges, but the golden era is long gone and unlikely to return.
14. Von Dutch
Their trucker hats with flames were once beloved by the likes of Ashton Kutcher and Britney Spears. Then came cheaper knockoffs, tumultuous scandals surrounding its owner’s racist remarks, and lawsuits over copyright infringement. A revival documentary reminded everyone why it disappeared in the first place.
15. Baby Phat
Kimora Lee Simmons made Baby Phat the Y2K uniform with its rhinestone cats, bedazzled jeans, and glam streetwear. But as trends shifted, the brand lost its footing among the masses. A reboot attempted to regain the brand’s prominence, but the effort fell short.
16. Hollister
For a time, this was Abercrombie’s cheaper, less exclusive cousin. With its beach hut storefronts, coconut-scented air, and loud music, it was the uniform of teens in the late 2000s. But styles moved on, and Hollister’s formula failed to evolve with the times. The brand is still around, though its cultural clout has vanished.
Weizshaum KIAMZOU 300 on Wikimedia
17. True Religion
With its thick stitching, horseshoe pockets, and bootcut jeans, this brand once boldly declared itself as a status symbol. As silhouettes slimmed down across the fashion world, this brand refused to alter its vision, and a round of bankruptcies followed.
Clotee Pridgen Alloc… on Wikimedia
18. Aeropostale
At its peak, Aeropostale defined mall culture with its graphic tees, hoodies, and walls of denim. It was so ubiquitous and accessible that the lack of novelty killed any sense of exclusivity. Bankruptcy sealed the brand’s demise, leaving only traces of its former relevance.
Mike Mozart from Funny YouTube, USA on Wikimedia
19. Diesel
Diesel jeans once symbolized cool rebellion for the masses. Then, as the premium denim boom arrived with its gluttony of options, Diesel got lost in the shuffle. It was not affordable enough to be considered a basic staple, nor aspirational enough to be regarded as a luxury. As a result, the brand simply disappeared into its unspecified niche.
Marek Ślusarczyk (Tupungato) Photo gallery on Wikimedia
20. American Apparel
With its provocative ads, colorful cotton basics, and disco pants, this brand was at one point a cultural force that redefined simplicity. Despite its place in the fashion forefront, mismanagement, internal scandals, and lawsuits imploded it. The clothes may still exist, technically, but the billboards that once defined edgy cool are long gone.
