The logo of year

Lyst, the leading search engine in the fashion industry, draws up every year the report that analyzes the trends and brands that have dominated the past 12 months. In the Year In Fashion 2020 report, just published, in addition to detailing the trends and moments that caused the greatest number of online searches, as well as unveiling the 10 sneakers of the year, Lyst has decreed the logo of the year.

The print with the crescent moons by Marine Serre, a 29-year-old French designer, is not a brand-new introduction unveiled in recent months, but, on the contrary, it has been distinguishing the brand since its 2017 debut collection, entitled Radical Call For Love. Since then that print, which almost instantly became the logo of the brand, has gone to represent a young, creative brand, in line with the times, that combines reflections on the present and on issues such as environmental sustainability with a futuristic approach. 

Marine Serre FW18

Marine Serre FW18

Marine Serre SS18

Marine Serre SS18

Marine Serre SS18

Marine Serre SS19

Marine Serre SS19

Marine Serre SS19

Marine Serre FW19

Marine Serre FW19

Marine Serre FW19

Marine Serre FW19

Marine Serre FW19

The pinnacle of the brand's fame is closely linked to a specific moment: the release of the video of Beyoncé's song Already, who in the short movie wears a second-skin catsuit covered with the famous half-moon print. In the weekend after the video was released, Lyst recorded a +426% increase in searches for Marine Serre. It was not the first time that Queen Bey wore a piece of the French Maison - she had also done it courtside at an NBA game - but the context in which she wears it now is radically different, not only in terms of scope and media exposure but also for the aim it has been used with. In fact, alongside creations by emerging African designers and custom Burberry and Valentino, Beyoncé flaunts half-moons while claiming her independence, her beauty, while singing about her self-determination. 

Although Beyoncé's video represented the moment of greatest popularity for the brand, mainly on a mainstream level, the half-moon print is now a staple of the fashion world, both in street style looks and worn by other celebs like Kylie Jenner and daughter Stormi, Dua Lipa, Adele, A$AP Rocky, and many others. 

Beyoncé - Already

Beyoncé - Already

Beyoncé

Kylie Jenner

Dua Lipa

Dua Lipa

Adele

Kendall Jenner

A$AP Rocky

"The moon for us is like an icon, an emblem, an image, a representation, a flag, a language, a metaphor, an object of what we believe in crossing boundaries, hybridity and freedom", said Serre to Dazed and Confused. Like the best logos of fashion brands, simple and linear in their design, and therefore unforgettable, the half-moon becomes a trait union of different worlds, complementary in the brand's vision. The crescent moon has always been a symbol of life and fecundity, and it was exactly with the aim of representing a rebirth, a restart, after the terrorist attacks that hit France and Belgium, that Marine Serre chose it. In classical mythology, the half-moon is also the symbol of many female deities, such as Artemis and Diana, who had painted it on her bow. Instagram was then a fundamental platform for the growth of the brand, and for the spread of moons ideally all over the world, thanks to a fresh but linear design, familiar yet different from everything else.

Marine Serre has built the success of her brand on the infinite interpretations and stylistic variations of this logo. This pattern, nevertheless, is only one small part of a unique universe, often dreamlike, but perfectly connected with our present.