Dec 06, 2018 | By Jane Boddy
Mar 27, 2017
The history of an Instagram trend: you spot it on one influencer’s page and then suddenly it is everywhere. It happened with indoor plants (latte, avocado toast, magazine flatlay, and colorful pot of succulents? check) and with the off-the-shoulder shirts that were everywhere last year, which we tracked here. And now there is a new Insta-fashion trend in town, love tees.
It started with this viral t-shirt from French retailer SÉZANE, and after a slew of fashion editors, consultants and influencers rocked it, the modestly priced (at 45€) t-shirt has now sold out on the brand’s website, and there is a restocked waiting list for eager consumers. L’amant means The Lover, and came from the French autobiographical novel by Marguerite Duras.
The sold out Sezane item has since inspired numerous other fashion labels to adopt the love sentiment and the icon 70s Cooper Black typeface. UK and US high street brands from Boohoo to Topshop and more have continued to spread love for the popular font with their take on the love tee.
According Typedia, Cooper Black was designed by Oswald Bruce Cooper, and became iconic in the 1970s. The reason it’s so popular? Its approachability; “the blunt and rounded forms, blurred serifs, and very small counters make this a warm and friendly face,” it states on Typedia.
And it’s not just high-street retailers who are bonding with the typeface of the moment. Independent fashion labels like DarylStudio
and Camp Collection, have offered up their own unique stamp on the trend.
Camp Collection is for true 70s love children. Check out the signature summer camp vibe below, which mixes nostalgia with a nonchalant sporty vibe through retro fits, athletic stripes and sun-bleached colours.
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