A new generation of streetwear labels are designing parodies of iconic logos, testing legal boundaries and challenging the assumption that the fashion industry takes itself too seriously.

Ostentatious logos fell out of fashion a long time ago for many, but according to new research, people prepared to flash a Chanel-stamped handbag or Gucci-emblazoned pair of sunnies could be more likely to do well in social situations. Is the perfect job interview attire really billboard chic?

Clamorous examples of failed rebrands pepper headlines worldwide. Some have prompted highly-subscripted petitions, while others have generated mocking or hostile campaigns by fans. So how can a brand implement a rebrand without losing its fans?

The logos of Abercrombie & Fitch and American Eagle used to be seen in high schools throughout the US, and tourists brought back t-shirts to emulate California-cool. But teens are now looking to express their individuality, and logo-centric brands are losing out.