The heart will tell you: how did the symbol of love become an integral part of the fashion industry and why is it especially relevant now?

The heart is a symbol that needs no introduction or explanation. Its meaning is understood by everyone, regardless of place of residence, language and traditions. And if you think about it, we too unconsciously use the main sign of love every day – we like on social networks, join hands in a heartfelt gesture, send stickers with this symbol to our loved ones and even wear wardrobe items. a corresponding pressure.

The red heart image is so familiar to us that we don’t think about its origin or development in popular culture. Let alone trying to understand how the symbol of love became an integral part of the fashion industry and why it is especially relevant now.

With Valentine’s Day approaching, we decided to tackle the second question and see how designers showcase love in their collections. And as a bonus, at the end of the material we have put together a selection of items that you can give yourself as a gift to your loved one or send as a tip to your boyfriend.

History of the love symbol

Of course, the pop culture symbol looks nothing like the real human heart. But there is no need for this, because this is just a metaphor that should reflect the most delicate human emotions. So how did this “non-geometric” shape come about? There is no definitive answer to this question, but there are three main theories.

According to the first version, the heart symbol arose from the shape of ivy leaves. But what does love have to do with it? It turns out that being wrapped in ivy symbolizes a strong embrace of love. According to the second version, the heart is the image of a woman’s buttocks. This unexpected theory was put forward by American psychology professor Galdino Pranzarone in 2006. And if you believe the third version, then the sign of the heart appeared in the Middle Ages. The fact is that at that time the church banned human dissection, so the image of the organs was deliberately simplified so as not to frighten people.

But the heart gained real popularity only in the 19th century. And it’s all thanks to the American artist Esther Howland, who began producing postcards depicting this symbol for Valentine’s Day. It was then that the image of the heart began to be associated with love and passion.

The heart of the fashion industry

Now everything related to the heart image is again at the peak of popularity. Famous it-girls and fashion influencers are walking around in heart-shaped Alaïa and Coperni bags, designers are constantly experimenting with prints and cuts, and stylists and street style heroes are adding stripes and quirky appliques to their looks. Of course, we cannot do without prints and decorations. Last summer we told you that every desperate fashionista now owns a heart-shaped necklace.

But do not think that designers have recently begun to resort to such a universal sign of affectionate feelings. Hearts have been appearing on jackets, trousers, coats and skirts for decades. For example, Yves Saint Laurent presented the legendary red heart-shaped brooch in his brand’s first collection. The designer considered this symbol his talisman and carefully included it in almost all subsequent collections.

Some fashion brands have even managed to turn a recognizable symbol into their own “trick”. Take, for example, Comme des Garçons and their cartoon hearts with eyes, or the popular Tiffany necklaces that every second girl dreams of. The founders of Dolce & Gabbana also turned to Biblical motifs and offered their own versions of the Sacred Heart in their Sacred Heart clothing and accessories line.

Of course, they say that love cannot be bought with money, but its main symbol can be bought. We believe that a product with a heart image is a valuable and unforgettable gift for Valentine’s Day. We have collected clothes, shoes and accessories from the collections of Russian (and not only) brands that declare their love for you.