iT's FUn O'cLOck

logomania

Mathilde Binetruy

The first time was back in the school playground. The most popular guy in the class (bad ass in 2022 speak) was strutting his stuff with his Creeks’ jacket and his Chevignon bag. Trainers on his feet boasting the well-known Nike comma and a three-stripe Adidas cap on his head. And, that’s probably when my irrepressible desire to wear branded accessories was sparked. There was nothing cooler in the world than displaying the logo of your favourite brand. You felt like you were “it”. In 2022, nothing’s changed. Or rather, something has, six letters that put you in a state of trance: “C.H.A.N.E.L”. By choosing to play with its name on its J12, Première, Boy.Friend and Code Coco watches, the brand got it spot on. The new Wanted collection is on the wishlist of fashionistas the world over. And, not

just because wearing one illustrates your social status but also and, above all, because of its fantasy touch. Ah, these droplet letters hooked on the Première! Oh, the white “C.H.A.N.E.L” applique transfer backdrop on the J12’s blacklacquered dial. Whilst the logotype is the focus of the firm’s creative approach and takes possession of each piece incomparably, it’s the spirit of the approach that strikes us. This creative capsule is like the dance between

Lady Di and John Travolta at the

White House or the final lift in Dirty

Dancing between Patrick Swayze and Jennifer Grey, and just conjuring it up puts a blissful smile on your lips and makes you feel fifteen years old in your mind. Back to adult life with Louis Vuitton which, in a different register, plays with the letters

cHanEl’s playful wanTEd capsulE collEcTion jazzEs up wrisTs wiTH poETry.

Brands arE lETTing THEir imaginaTion run wild To rEnEw THEir symBols and waTcHmaking is THE pErfEcT mEdia for THis.

of its name on the dial of its new Tambour Spin Time Air Quantum. Instead of hour indexes, cubes pivoting on their own axis create a one-of-a-kind three-dimensional display marking the hours and showcasing the name “LOUIS VUITTON” on the dial. This is all really entertaining and ultratechnical. And, what’s more, they light up on demand. A dozen miniscule lightemitting diodes illuminate the hour display from inside thanks to a system comprising a circular strip of twelve LED – one for each twirling cube –, an integrated circuit and a dual battery for the power, enclosed in an easily-accessible ring. “But the watch is much more than just an extraordinary watchmaking feat. It’s also a hybrid and disruptive complication that combines the best of engineering and electronics dedicated to readability and stylistics” explains Jean Arnault, Director of marketing and Development for Louis Vuitton Watches. Its luminescence as such sparks desires for neon lights, for technicolor, totally in tune with the times after months of festive interlude. This Saturday Night Fever aspect is like Proust’s Madeleine. If you rummage around enough in your wardrobe, you should find a black swing dress, high-heel laminated boots and a golden skull necklace, symbols of an age that actually keeps going to this day. Hypitude is coming (back).