We thought (and maybe we were wrong) that the shaved hair season with a lot of logo imprinted on it was definitely over. The phenomenon of buzz cut with monogram has its roots in the 90s street style culture, when the barbers of the United Kingdom had literally inserted the haircut – for some more questionable than the glitter revival in full Y2K mood – in their price lists.
To make it a real one trend footballers and celebs linked to the world of sport thought, fueling fortuitous cases of branding most of the time. In fact, if in 2014 the footballers in Brazil proudly exhibited the number of their team by incorporating it into their haircuts, in the early 2000s we saw a boom in very short cuts with the logo of the Nike in plain sight. And, twenty years later, Gucci has (re) brought the buzzcut with embedded monogram that has already become iconic to the catwalk.
More than a full Y2K revival – the years went by Tom Ford had engraved the logo even on the pubis of a model to challenge the proliferation of logos in a provocative way – Gucci’s buzz cut created by Chris Foster draws on the first decade of the 2000s to reclaim the aesthetic imagery of the brand and carefully review a decade that we had taken too lightly. In fashion, music and sportswear, the buzz cut has thus been the protagonist of a continuous communicative reinterpretation that has undergone various phases and developments.
When sportsmen used to brand their heads
Soccer players first of all and consequently followers have unlined shaved haircuts with monograms to replicate a coolness typically associated with the figure of the sports celeb. Hence the buzz cut boom with the Nike as a seal of a sort of tribal adhesion to a precise imaginary, mixed with rebellion and branding at no cost in the turmoil of the early 2000s. former basketball player Dennis Rodman (one of them included the Chicago Bulls logo). Starting from 2014, the buzz cut trend with logo promoted by prominent personalities from the world of football or sport has been significantly reduced, leaving the baton to artists or celebs with strong media appeal.
When rappers promoted a record
In 2006 Kanye Westalready back from very personal and graphically elaborated haircuts, appears with a buzz cut with monogram Fendi during the party for the presentation of the new line of B. MIX bags. More recently the artist Drakeon the occasion of the announcement of the presentation of his sixth album Certified Lover Boy, sported a shaved cut with a heart drawn at the temples, winking at the soft boy aesthetic and recording a boost in the requests for buzz cut. Or Chris Brownfor the launch of his latest album, he exhibited a buzz cut that triggered a real dissing regarding the originality of the cut.
When Gucci made the monogram a haircut
Just three days ago Gucci presented his resort collection Cosmogonies, disseminating a handful of micro trends that have not left even the hairstyle of the models to chance. The buzz cut with the GG monogram thus went viral in a very short time, registering a number of impressions around the brand that exceeded expectations. And, this time, Alessandro Michele it did not have to hack elsewhere to validate the aesthetic heritage of the Kering brand. Indeed, the sense of this monogram cut was precisely to provide an inspo to the followers and not involving them personally in the definition of that vast microcosm that bears the name of Gucci.