As logos take on a life of their own across the board for SS18, <b><a href=" http://www.selfridges.com/cat/balmain/" style="text-decoration: none"><font color="black">Balmain</font></a></b> keeps to a formula that stands the test of time; simple, stark prints on a detail-free backdrop. Taking the blank canvas of a cotton crewneck T-shirt, the Parisian brand makes its mark on this short-sleeved style by stamping its name – and iconic city – plain to see across the chest. Its styling potential reaches to infinity, but denim is always a strong place to start.