Prestigious fashion labels in 2024 are capitalizing on the advanced use of their maison’s patterns to “revitalize” their brand strategy. The significance of motifs, designs, logos, patterns, and insignias are inherently tied to the legacy of their individual fashion ateliers. While the iconic Burberry pattern may be closely associated with English fashion, the presence of Louis Vuitton’s floral monogram on a leather suitcase is a symbol of status in its own right.
Renowned Maison Logos
Dior Oblique 3D
In the Past:
Present:
While Italian designer Gianfranco Ferré played a significant role in the structured shapes, precise tailoring, and architectural details of Christian Dior creations, it was his forerunner Marc Bohan who pioneered the Dior Oblique. The Dior Oblique design was introduced by Marc Bohan in 1967 and has since become a pivotal element of the maison’s accessories and ready-to-wear collections. Dior’s oblique emblem features a recurring pattern of the brand’s initials intertwined and has been reimagined in various hues and materials. It was initially rejuvenated by John Galliano on swimwear and accessories, then by Maria Grazia Chiuri and Kim Jones who showcased a fresh interpretation of the print in his Dior Men’s Spring 2023 lineup. The classic pattern was revamped for the festive season, transformed into an iridescent version that saw jacquard enriched with ruthenium-hued lurex threads.
2024 witnesses the design returning somewhat to its origins with a color scheme, print, and pattern resembling that of its original form.
Louis Vuitton’s Floral Monograms
Traditional Interpretation:
The historic Louis Vuitton monogram originated in 1896 when George Vuitton wanted to honor the memory of his late father, Louis, who had recently passed away. This iconic emblem was inspired by the earthenware tiles from the Gien brand, where four-petaled flowers were sketched in the family kitchen in Asnières. The original floral monograms from the late 19th century drew heavily from the Art Nouveau movement, a style emphasizing organic shapes, intricate details, and flowing lines, evident in the floral motifs and geometric designs of the vintage monogram. The floral patterns in the design were influenced by Japanese and Oriental aesthetics, popular during that period. These motifs were selected not just for their visual allure but also for their complexity, serving as a deterrent for counterfeiters. Additionally, George chose to incorporate his father’s initials, LV, as a symbol of the enduring connection that would bind future generations. Louis Vuitton’s monogram flower motif showcases interlocking LV initials with floral designs and geometric motifs. This emblem stands apart from the interlocked “LV” monogram devised by Georges Vuitton and the checkerboard Damier canvas.
Modern Twist:
Despite new color schemes, materials, and fabrics, the monogram flower print remains largely unchanged across the maison’s assortment of leather goods and apparel. However, the recent Fall/Winter 2024 men’s runway show featuring western themes has spurred a fresh interpretation of the motif, infusing the signature detail with a western American-style bandana print.
Burberry
In the Past:
Presently:
Recognized today as a design that symbolizes British fashion, the Burberry check pattern was initially utilized as a lining for outer garments, specifically in trench coats and raincoats back in the 1920s. It has evolved into a widely known motif featuring camel, black, red, and white stripes arranged in a crisscross pattern. The Burberry check has gone through several transformations over time, most notably with the introduction of the cashmere check scarf in the 1970s. The check design then extended to ready-to-wear collections, prominently featured in the brand’s campaigns during the 1980s and 1990s before obtaining trademark status. Although the check pattern (or tartan) has Scottish origins, the Burberry check has become a protected trademark recognized as “Corporate tartan”.
Revamped Motifs & Symbols
Gucci’s Interlocking G
Previously:
Like Louis Vuitton, Gucci’s branding and motifs are deeply connected to the history of the fashion house. In the late 1930s, canvas was introduced into Gucci’s luxury luggage collection to enhance durability. This marked the emergence of the Diamante fabric, one of the initial distinctive features of the brand with its iconic diamond pattern. This laid the foundation for the GG monogram canvas, symbolizing the initials of Guccio Gucci, the founder, and honoring the company’s legacy and heritage. The Gucci logo became a visual representation of the brand’s identity. The double-G logo is easily identifiable and has been reimagined in various forms over time. Different adaptations include the reintegration of the knight into the logo in 1971, a version with spaced-out letters and characters by Tom Ford in 1998, and one of the more recent alterations made by Alessandro Michele in 2019, creating a new rendition of the “double G” with the two characters overlapping and oriented to the right.
Updated Version:
For the Love Parade collection, former creative director Alessandro Michele opted to showcase the vintage monogram on a range of bags and footwear, further connecting the historical roots of the brand with its present.
Celine’s Triomphe
The Triomphe emblem was originally crafted by Celine’s founder, Céline Vipiana, during the 1970s. It drew inspiration from the architectural intricacies of Paris’ Arc de Triomphe, specifically the intertwined motifs and symmetry seen in the monument’s structure. The emblem epitomizes sophistication, Parisian legacy, and timeless design, echoing Celine’s dedication to skillful artistry and opulence. Its precise geometric forms and sleek contours align with the brand’s minimalist aesthetic, defining Celine’s brand essence. Initially featured primarily on Celine’s accessories, especially on handbags and leather products, its subtle yet distinguished appearance swiftly became synonymous with the brand’s refined luxury and craftsmanship.
NewestIteration Showcase
In the year 2018, guided by the innovative vision of Hedi Slimane, the Triomphe emblem was reintegrated and prominently presented in Celine’s assortments. Slimane’s reinterpretation of the emblem underscored its graphical simplicity and its function as a symbol of Celine’s Parisian legacy. Presently, the Triomphe emblem adorns a diverse range of Celine commodities, encompassing handbags, footwear, ready-to-wear ensembles, and enhancements. It is frequently observed embossed or imprinted on leather, woven into textiles, or employed as hardware embellishments on Celine’s exquisite wares.
MCM’s Visetos Pattern
Conventional Pattern:
MCM took its roots in Munich, Germany, and its emblem showcasing a handcrafted MCM logo combined with laurel leaves fastened with a ribbon paid respect to Bavarian King Ludwig I and his fondness for neoclassicism. This identical logo is merged with a diamond outline inspired by the lozenges of the Bavarian flag to craft MCM’s cognac-and-black Visetos motif which has evolved into a widely recognized design in luxury fashion today. The maison’s “Visetos” motif in its traditional form is dubbed the Cognac Visetos and entails a black pattern imprinted over a cognac base.
Fresh Rendition:
Maintaining their legacy of partnerships and celebrity limited-time collections, MCM’s recent MCM x Honey Dijon Capsule Collection denoted a fresh trajectory for the brand’s portrayal of their logo and monogram. The collection is delineated by the brand as “a vibrant fusion of music and style…. co-crafted with the DJ and fashion darling, whose dynamic rhythms and elegance resonate with the kind of daring essence we adore”.
Yves Saint Laurent’s Cassandre Design
Initial depiction:
The Yves Saint Laurent Cassandre design was originated by visual artist Adolphe Mouron Cassandre (A.M. Cassandre) in 1961. Revered for his contributions to the Art Deco and Modernist movements, he devised the YSL logo in 1961 during Yves Saint Laurent’s establishment of his now iconic namesake fashion house. The YSL logo incorporates the letters “YSL” intertwined in a unique monogram. The symmetric arrangement captures the essence of Yves Saint Laurent’s forward-thinking and refined approach to fashion. The YSL logo rapidly became an integral component of the brand’s visual identity, appearing on apparel, enhancements, and packaging. Its crisp outlines and striking presence enriched the brand’s recognition and appeal. Over time, the YSL logo has been adapted and stylized the Cassandre design in diverse manners while upholding its fundamental elements.
Contemporary Design:
Yves Saint Laurent was rebranded as Saint Laurent Paris starting from Spring/Summer 2013. Upon Anthony Vaccarello’s appointment as the creative lead of Saint Laurent Paris in 2016, he directed renewed attention to the Cassandre design. He accentuated the emblem’s historical importance while updating its application in contemporary fashion. Vaccarello integrated the YSL logo into creations reflecting his daring and modern aesthetic. This encompasses its prominent showcase on handbags, footwear, ready-to-wear ensembles, and enhancements throughout Saint Laurent’s assortments.
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