What's in a name?

In the 1980s, fashion brands began putting their logos on everything. Here, we chart their recent rise to prominence

Before ready-to-wear became standard practice, made-tomeasure was a common choice when it came to getting a piece of clothing. In the 1950s, it became popular among Parisian women to collect sewing patterns - the garment template released periodically in magazines - so they could bring the pattern to a tailor's shop or sew it themselves at home.

However, self-sewn clothes had all but disappeared by the 1980s as ostentatious, showy styles took the lead. Attire became highly conspicuous, such as Madonna's garish look in the 1985 film Desperately Seeking Susan, Joan Collins's powerful woman's shoulder pads and the yuppies' preppy upscale styling that rose in parallel with the increase of wealth in many societies including the US, Britain and Hong Kong.