FASHION FORECAST: The Message-Free





Here’s a bit of good news (maybe) for advertisers: Commercial clutter will abate this year. Not on TV or in print, mind you, but on that equally ubiquitous bearer of slogans, brand names and logos: the T-shirt. In its ’93 outlook, the National Association of Men’s Sportswear Buyers confers ‘item of the year’ status on the plain, white T-shirt – ‘one of the super-basics popular with young men in 1993.’ Of course, while this trend to a message-freepromises a diminution of commercial clutter, it may also signal that people are bored with brand iconography – which wouldn’t be such good news.
Copyright Adweek L.P. (1993)