The monogram, when wearing the logo becomes cool and stylish

This season, the logo is galore! Fashion houses are reinventing their iconic monograms to stamp it on almost every piece of our wardrobes. Zoom on the new fad of fashionistas.

A signature of brands in the 90s, the mania logo is making a comeback on the fashion scene! Louis Vuitton, Gucci, Fendi, Dior … The biggest fashion houses have decided to reclaim their monograms to make new collections in tune with the times. But if the artistic directors are reinventing the flagship logo of the house they manage, it is above all to reaffirm the symbolic significance of the logo. Constantly in search of renewal, the logo is indeed a means of perpetuating the rich heritage of fashion houses and that appeals! Handbags, coats, shoes … The logo is featured on all the pieces of our wardrobe.



© Getty Images

The monogram, the eternal emblem of fashion houses

  • Louis Vouitton's "Since 1854" collection

If the famous "LV" has been in the cupboards for decades, Nicolas Ghesquière has recently reinvented the monogram of the French house by launching "Since 1854", a precious jacquard canvas featuring the year of its creation and which aims to extend the genealogy of a family carried by the nobility of know-how. Already timeless, this monogram distills the spirit of the house on iconic pieces such as the Dauphine, the Neverfull or the Petit Noé.



https://www.aufeminin.com/

© Louis Vuitton

  • The Oblique canvas from the house of Dior

Created in 1967 by Marc Bohan, the oblique canvas of the Dior house once again seduces new generations thanks to the creations of Maria Grazia Chiuri, current artistic director of the French house since 2016. Today, this emblematic canvas remains a timeless and covers all the great classics but also the new flagship pieces of the house such as the B23 sneakers, the Saddle bag or the Book Tote.



The monogram, when the logo becomes cool and stylish

© Getty Images

More recently, it was Olivier Rousteing who wanted to bring the Balmain monogram up to date. 50 years later, the French couturier relaunched the "1945", a bag inspired by a model created by Pierre Balmain in the 70s. In homage to the designer, it is finally a whole collection printed with the old logo of the house that Olivier Rousteing unveiled. It is a very graphic print that comes from Pierre Balmain's obsession with the labyrinth and the mazes of the Renaissance. In short, you will understand: brands are betting everything on the logo and they are right because it works!

See also: The fashion trends you'll love to wear this fall-winter

Video by Juliette Le Peillet