Produced in association with Calvin Klein

Despite the glitz and hype that swirled around a certain Angel-staffed lingerie show this week, the biggest trend in smalls is loud in a way more laid-back, street cool way.

At the other end of the fashion spectrum from diamontes, satin and lace is a cool underwear trend that stems straight from both the Spring/Summer and Autumn/Winter 2017 ready-to-wear runways: one affectionately known in fashion circles as logomania.

Of course we’ve all seen monograms peek over jeans tops before. Those memorable images a 21-year-old Mark Walhberg clinging to Kate Moss (or was it vice versa?) in his logo-embellished Calvins will forever belong in the halls of pop-fashion fame. Here’s a visual refresher (because some images never get old).

 So iconic: Mark Wahlberg and Kate Moss in the Calvin Klein 1991 campaign

Today’s oversized logo trend takes that iconic ‘90s throwback look further – retro-look graphics add OG cool factor, teamed with modern fabrics and sexy sports luxe silhouettes. The look may be street, but the result is all style. If lingerie ruled the Victoria’s Secret runway, then logo-splashed sports underwear owns the streets.

Just like Walhberg and Moss 26 years ago in their 1991 shoot, today’s Calvin Klein campaign face – Australian model-turned-actress Abbey Lee Kershaw – demonstrates the trend best. The materials might be far higher tech nowadays (the new Calvin Klein Customized Stretch range, for example, is made of super lightweight materials still aren’t see-through) but the cool factor is still the same.

Abbey Lee Kershaw stars in the new Calvin Klein Underwear AW17 campaign
Credit: © 2017 Willy Vanderperre

WATCH: ABBEY LEE IN THE LATEST CALVIN KLEIN UNDERWEAR CAMPAIGN FILM

Newly brunette Kershaw stars in the the Calvin Klein Underwear Autumn/Winter 2017 campaign, shot by Belgian photographer Willy Vanderperre, who specialises in luxe minimalist imagery. (Vanderperre is a go-to for the brand’s advertising at present, no doubt thanks to their shared minimalist aesthetic.)

Pared back in a bare studio and shot in pure black and white, the campaign sums up the girl-don’t-care attitude that underpins the sexy-cool sports luxe undies trend. While it also features delicate black bra and underwear, there’s also the luxe minimalist sports-style bras and briefs with both subtle and shouty logos printed around the bands.

Credit: Getty Images

Make like this model GRAZIA spotted outside the shows at the Paris Fashion Week Men’s shows and team yours with denim and an ultra-cropped top to sizzling effect. The long and shorts of it all? It’s never been cooler to brand your body in a big way (sans ink, that is).

SHOP: GRAZIA’S FAVE NEW LOGO UNDERWEAR LOOKS

Calvin Klein, Customised Stretch Push-up Plunge Bra, now $67 at MYER. SHOP NOW
Calvin Klein, Customised Stretch Bikini, now $26 at MYER. SHOP NOW

Tommy Hilfiger, Cotton Iconic Bralette Striped, $50 at David Jones. SHOP NOW
Tommy Hilfiger, Cotton Iconic Bikini Striped, $35 at David Jones. SHOP NOW

Bonds, Metallic Shine Crop Top, $18. SHOP NOW
Bonds, Metallic Shine Hipster String Bikini, $15. SHOP NOW

Tommy Hilfiger, Cotton Bold Fashion Bralette, $50. SHOP NOW
Tommy Hilfiger, Cotton Bold Fashion Shorty, $40. SHOP NOW


Calvin Klein, Modern Cotton Bralette, $50. SHOP NOW
Calvin Klein, Modern Cotton Boy Short, $40. SHOP NOW

thoughts?