“I felt that it was important to create a pattern that showed our brand in plain sight,” Elfassy told TZR. Prior to now, Mackage’s subtle branding might’ve qualified it as quiet luxury, but founder and chief creative officer Eran Elfassy knew a defining monogram was an unavoidable need. While some brands are reinventing old monograms, others are partaking in the trend for the very first time - just look at luxury outerwear brand Mackage, who tapped Lil Kim to model its brand-new AW22 collection, the focus of which is its first-ever logo print. “At the end of the day, the signature monogram is our foundation, and we take that seriously.” To reach new people, you need to try new things,” he says. “To that end, we also understand that it’s important to evolve and showcase updated monograms. As with any luxury brand, we understand and respect the importance of the monogram that helped define us,” says Manioci. “The heritage monogram - at MCM it is called the Cognac Visetos - is precious real estate. Reinventing an iconic monogram without losing the brand’s essence was not something Schönberger and the MCM design team took lightly. “We were particularly inspired by an athletic concept we found in the old BR catalogs, so we adjusted the monogram to have a more modern varsity feel that could be translated into a pattern.”
#Designer logos archive
“Banana Republic has historically been known as a non-logo brand, but when we dug into BR’s Archive we found different fonts and monograms that conveyed aesthetic shifts in the brand over the years,” she says. Nicole Wiesmann, Banana Republic’s VP of design, tells TZR how the new look came to be. Occasionally delegitimized from fashion and dubbed a “mall store,” Banana Republic’s monogram-heavy rebrand is a clear sign of more luxe offerings to come. It looked so elevated, so chic - to be frank, the BR monogram wasn’t far off from the successful but imaginary Burberry rebrand I’d been dreaming of for years now. The trend is also trickling down to more contemporary labels: On a recent stroll through Banana Republic to stock up on knitwear, a logo-emblazoned cotton trench stopped me dead in my tracks. Done in the brand’s classic Americana colorway as well as an understated neutral take, brand name-inspired patterns were splattered across as many pieces as possible. There was magic in the air - and fresh monogram prints on the outerwear and accessories. Still, I didn’t believe the look was really, truly making a comeback until I sat in the rain-soaked audience watching the Tommy Hilfiger AW22 runway show unfold.
This shift was first notable to me when Fendi and Versace teamed up for Fendace, a collaboration oversaturated with not one iconic logo, but two. One might say that decade is better defined by quiet luxury labels - see The Row, Lemaire, and Old Celine - beloved for their timeless, understated designs.īut lately? It feels like designers are bringing logos back, but with an innovative new approach: Rather than splashing their collections with in-your-face brand emblems, they’re releasing monogram prints that feel intentional, not flashy.
The style has wafted in and out of relevance over the years, and since the early 2010s, it has felt less significant. But somewhere along the way, society’s need to showcase status took the humble house label and went berserk with it - logos got bigger and splashier (see the ‘00s era of the Juicy tracksuit), and the look became more about the brand recognition than actual quality. There was a time when the designer logo trend served as a subtle signal alerting passersby to the status symbol that was a wearer’s pricey new purchase, be it by way of Louis Vuitton’s iconic monogram print or the interlocking double C’s of Chanel.
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