Cringe or chic? The rules for wearing slogan hoodies

It wasn’t just fashion royalty who approved of the knit slogan. The pink “I’m a Luxury” sweater that Princess Diana wore in 1986 is one of the late Royal’s most famous – and referenced – looks. Originally from Gyles and George, the tongue-in-cheek sweater that says “few can afford it” on the back was re-released in 2020 by Rowing Blazers and is available online for £185.

But while slogan knits are back in the spotlight this season, they can be a Marmite look: “I’m personally not a fan. I think they make a statement about you, whether that’s true or not,” says art director and style influencer Alexis Foreman.

In fact, the secret to wearing a slogan sweater well starts with choosing the right slogan. When you’re literally wearing your mantra on your sleeve (or chest), you really have to choose your words wisely and consider what they say about you.

Avoid anything drinking related like “happy hour” or “wine” as this sounds a bit off-putting. On the other hand, feel-good phrases can come across as smug virtue signaling. Do you really need everyone to know that you prefer to “do namaste in bed” that day? Probably not. No matter how well-intentioned it is, a motivational quote tends to be silly. Best to save it for your manifestation journal or vision board.

However, humor has its place – after all, this is a playful trend. Sezane’s “French Kiss” sweater offers just the right amount of sass, and thanks to the retro-chic lettering, it would be a fun addition to your weekend wardrobe. Likewise, Anthropologie’s gray “Oui Mon Cheri” marl gives jeans and trench coats a Gallic charm.