We've all been there, and by 'there' we mean the Instagram black hole. The one in which you spend approximately 27 minutes stalking the sh*t out of the latest It bag, shoe, dress etc.

Welcome to the logo t-shirt phenomenon, the latest Insta-black hole fodder.

Despite the huge (and frankly absurd) mark-ups there is no slowing down of the logo train, from Gucci to Chanel and the imminent arrival of that Dior 'We Should All Be Feminists' t-shirt, it's true that the heart wants what the heart wants - and right now, the heart wants branding.

Gucci Cruise 2016pinterest
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Gucci Cruise 2016

Gucci and Chanel both debuted their must-have tees during their Cruise 2016 shows, in London and Cuba respectively. Gucci's cotton t-shirt is nudging ahead in the Instagram game of 'flood our feed', which could be attributed to the more 'affordable' price tag of £320. If you want it, act fast: the tee is selling like hot cakes with half of the sizes sold out on Net-A-Porter and on MatchesFashion all but 'XL' have been snapped up.

Chanel Cruise 2016pinterest
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Chanel Cruise 2016

The Chanel tee - which comes in at an eye-watering £700 - can only be bought from Chanel boutiques . Even Vestiaire Collective can't help you with this one.

Just waiting on the Dior to make it a total t-shirt trifecta.

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