Logomania Collection by AWE

This AWE logo is the very logo of AWE which best defines the brand identity. It points out to luxury, glamour, exuberance, strong colours, advancement, futurism, geometry, power, modernism, glitter, lines, eccentricity, having at all times a glance back to fashion history.

Fashion logos are centuries old. Basically, ”logo” comes from the Greek “logos” meaning “word,” “reason” or “plan.” So, a logo was some sort of divine reason to put order into the chaos of the  cosmos. Similarly to the Greek intention to bring order to the universe, a brand logo attempts to bring to the public visual attention a company’s identity, belief, principles and values.

Tribute Collection by AWE

Humankind is torn between this vanitas vanitatum we feel perpetually and the continuous desire to overcome this feeling of futility, by replacing it with something more lasting, capable to leave a mark.

The quote, slightly altered, is a phrase frequently attributed to countess Anna de Noailles, famous French poetess of Romanian and Greek descent who chose to ignore her Romanian background, however, friend of Proust & D’Annunzio, recipient of many literary accolades, a sophisticated and ‘pampered’ figure of the French literary circles of early XX-th century who best expressed this double Sisyphean feeling in her well-known phrase.

Tribute Collection by AWE

This message T-shirt is a tribute to a glamourous royal character, Princess Margaret, sister of Queen Elisabeth, who fitted so perfectly in this portrait of a ‘poor little rich girl’ of noble descent, smart and funny, a famous socialite and a near rebel of her turbulent time who, despite all gifts life bestowed on her, ended in sorrow and sadness.

And yes, it’s true, crowns and royal titles are not easy either to wear or to bear.