Marketing
February 27, 2023
After years of interchangeable sans serif logos and celebrity designer roulette, luxury fashion brands are returning not only to traditional branding, but to their roots. Image credit: Burberry
By Emily Jensen
What is old is new again.
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","iv":"d4dc382184fdbc48d117fb6fba714fa5","s":"2e89d34356669d78"}
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