India, March 19 -- Juicy, in velour, on your bum. Bebe, in rubberised print, on your T-shirt. FB on your cap. CK on your undies. Von Dutch on your hoodie. True Religion on your jeans. Ed Hardy on your sweatshirt. FCUK on. wherever it was most visible. The early years of the '00s were wild. Logos were loud and proud. Then, everyone went quiet. Luxury, fashion magazines told us, was all about hiding brand names. We knew it wouldn't last long. With fashion, showing off is part of the fun. Logos, monograms and in-the-know insignia are back. But the rulebook is changing. Here's an early draft.

You can't sit with us

The reason fashion is obsessed with logos in the first place is because it distinguishes the generic object - a T-shirt, a boot,...