Slogan clothing was popularized in the 1960s for the sake of spreading anti-war messages—essentially, these garments gave wearers a voice through troubling political times. So it is unsurprising that the slogan is having a major comeback in 2026. When it feels like the world is falling apart day after day, and when censorship is used as a threat to our livelihood, it's important to say something in whatever way we can. Perhaps not quite like Hailey Bieber owning her upbringing with a tee-shirt that read "Nepo Baby", but something a bit more political, like Maria Grazia Chiuri's Dior "We Should All Be Feminists" shirt presented in 2017. Or the "Protect The Dolls" tees that Connor Ives sent down the runway last year. Other times, for example, the first lady wearing a Zara jacket that says "I really don't care, do U?" to visit child detention camps in 2018 categorically feels entirely wrong.
For Maria Grazia's debut Dior collection in late 2016, the aforementioned slogan t-shirt made headlines. This season, for her Fendi debut, she experimented with a similar approach. The theme of Chiuri's Fall/Winter 2026 Fendi collection was "Less I, more us," with that exact slogan printed along the runway that models walked down in shirts that said "NO," and "Rooted but not stuck," and carrying football scarves that read "Loyal but not obedient."
Fendi Fall/Winter 2026
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For Stella McCartney's Fall/Winter 2026 show's closing moment, the designer honored her father Paul McCartney with a slogan tee that I think we should all own despite whether or not the statement applies to us. The tee shirt read "My Dad Is A Rockstar," paying homage to the ironic, sassy, bold, and sometimes utterly random statements popularly written on clothes throughout the early 2000s—clothes that are icebreakers and conversation starters.
Stella McCartney Fall/Winter 2026
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Natasha Zinko is no stranger to the slogan tee, either, with past designs reading "Not In Love" and "Insert Tits Here," which actually currently lives in my Editorialist shopping cart. She used her Fall/Winter 2026 runway as an opportunity to remind us of her affinity for the slogan. She did this through shirts that said "Baby Sitter" and "Happy Late Birthday." Both pretty straightforward, but conversation starters nonetheless.
Natasha Zinko Fall/Winter 2026
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Natasha Zinko Fall/Winter 2026
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For her Fall/Winter 2026 show in London, Marie Lueder ceased the opportunity to make a comment about the industry and the pressure to grow and succeed quickly that artists of all disciplines can relate to. A long sleeve tee-shirt had the words "Sorry no budget" written across it in slightly smudged, imperfect handwriting.
Lueder Fall/Winter 2026
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From addressing homophobia to the fallout of the 90s Civiil War, George Keburia has a strong history of interweaving his socio-political views into his designs and shows. The statement that he chose to make this season? A corduroy top featuring an oversized red question mark and the words "Hi Lauren Sanchez Bezos" printed overtop in black.
Keburia Fall/Winter 2026
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And leave it to Moschino to make the biggest and longest statement of the season and address narrow-minded political views and the very loud and wrong discourse that just seems to always come along with them. A white tee shirt worn over a collared shirt was printed with the words "The Problem With Closed Minds Is That They Always Have Their Mouths Open."
Moschino Fall/Winter 2026
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What is most interesting and notable of all, in my opinion, is that the slogan tee was popular on Central Saint Martins's MA runway amongst the designs of soon to be fashion graduates. Keeping an eye on these graduate runways is perhaps the most interesting and accurate way of predicting what's to come next in fashion—and it's clear that the next generation of designers agree that fashion should say something. Literally anything.
Central Saint Martins F/W 2026
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Central Saint Martins F/W 2026
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Central Saint Martins F/W 2026
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