There's a graphic illustrating the typographic homogenization of a bunch of fashion houses in the late 2010s early 20s like you described in the article below. It's come full circle and there's been a return to maximalism and signaling heritage/legacy among some brands. Largely, I think, as a reaction to ever-accelerating trend cycles, planned obsolescence, the cursed nature of millenial targeted d2c brands and especially the looming specter of big tech - all of which have some sort of association with the clean, cool/pastel, sans-serif, minimalist kind of vibe.

https://www.designandpaper.com/they-are-calling-it-a-sans-se...