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Kenzo updates logo ahead of new Creative Director debut

Tom Shearsmith
16 January 2020

Contemporary fashion label Kenzo has unveiled a new logo to coincide with the arrival of Portuguese designer Felipe Oliveira Baptista, who has taken up the role as the brands new Creative Director.

The new and updated Kenzo logo has been designed ahead of Baptista’s first collection for the brand, which will be presented during Women’s Paris Fashion Week. The collection aims to showcase new spirit and direction that the brand is heading.

Oliveira Baptista joined the LVMH-owned house from French heritage brand Lacoste where he was creative director from 2010 to 2018.

In a press release, Baptista describes the reincarnation as “a reference to the past that enables the opening of a new chapter–a new way of writing the future. The brand’s spirit remains enthusiastic, nomadic and open to the world, honouring the universe of its founder Kenzo Takada".

The updated brand logo is a “new graphic, contributing to the very signature of each collection” with the aim of “breathing fresh energy into Kenzo’s legacy”.

The graphic logo, which the brand describes as a crucial part of its visual identity, has been designed as a construction game, “as its ability to be transformed leaves room for creative expression”.

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