5 Brands That Are Rocking The Modern Monogram

Logos were once accorded a certain luxury status, an aspirational air that meant you needed to be way more fancy than you currently are to even smell the leather off a fashion house’s bags. Not anymore. Today, brands are updating their staid pieces with contemporary monogram designs that bring edgy streetwear-chic into the fold — some are even collaborating with urban artists, while you’ll certainly be able to spot the once-odd range of fanny packs, backpacks, and pouches among key luxury offerings. Don’t get us wrong, you’ll still need the bucks to afford them, but at least we’re getting rid of monogram’s stuffy stereotypes. Take note: this is how the modern monogram looks like.



Longchamp LGP


You’ll want to hit the streets with these — Longchamp’s serving a whole load of urban attitude, with a new graphic take on the monogram that’s buzzing with joy. Black, white, and slightly schizophrenic but thoughtfully aligned, its energetic use of letters is a nod to Bauhaus artists known for their clean, impactful style. The design also pays homage to the grid-like streets of New York City, which certainly explains the blocks of interlocking letters.

Our second favourite part — the design takes precedence, of course — has to be the sheer amount of styles the print comes in. You’d expect the brand’s signature Le Pliage® nylon totes, but the monochrome monogram’s also taking over backpacks and fanny packs, along with ready-to-wear attire, shoes and accessories! For a more understated design, there’s also a Le Pliage® Cuir LGP line that sees the logo appliquéd on buttery-soft leather, paired with bold neon or red. 

Longchamp LGP collection, from $125 to $1,690, available at all Longchamp boutiques. sg.longchamp.com


Burberry Monogram


What a way to make a debut! First, Riccardo Tisci kicks off his reign at the storied house of Burberry with a new logo and house code, designed in collaboration with British graphic designer Peter Saville. We’re talking a refreshed ‘TB’ monogram pattern, named after the brand’s founder Thomas Burberry, inspired by 20th-century archival motifs. Next, you’re looking at an entire new Monogram collection that features the interlocking initials in pleasing shades of beige and brown.

The brand smartly levels up their contemporary factor by combining the classic design with a dash of red and graphic stripes . Also note: bomber jackets, bum bags, backpacks and sneakers, streetwear essentials that are now the norm of every luxury brand. No doubt, the campaign is just as inspired; Gigi Hadid stars as all the necessary characters, whether it’s the silk trouser-ed aesthetic of an Instagram millennial, or the more refined palette of a gentleman as she dons a long padded coat. From travel totes to scarves and an in-the-moment camera bag, you can tell they’re going all out to impress.

Burberry Monogram collection, from $720, available at selected Burberry stores globally and online. sg.burberry.com


Fendi Roma Amor


How excited are you about this season’s neon trend? Even if your answer’s not 10/10, a part of you has to be partial towards Fendi’s youthful capsule collection. The Fendi Roma Amor feels like a breath of fresh air for the house — with florescent fuschia / bright yellow piping and neon accents on windbreakers, booty-flattering dresses, knit caps, and not to mention, the Fendi staples of the Baguette and Mon Trésor,

Remember what we said about luxury labels and streetwear? Fendi’s serving it to us in spades (and bucket… bags), complete with an FF logo that sees the brand working with British graffiti artist PREF to create — you’ll see this in either a simpler box shape or a mesmerising multicolour wave-like pattern. Also good to know: a “GENTLE FENDI” eyewear collection with It-brand Gentle Monster, that culminates in a fully fleshed out pop-up store in Seoul.

Fendi Roma Amor collection, available at the Fendi Marina Bay Sands boutique. fendi.com/sg


Saint Laurent Monogram All Over


Trust Saint Laurent to be understated with their monogram style. The definition of Parisian-chic, this monogram collection may not be as trendy as the other seasonal picks, which simply means you can easily have this on rotation in your everyday wardrobe. Not a bad investment at all!

Anthony Vaccarello’s subtle take comprises of the Satchel, Tote, Bucket Bag and Camera Bag in colour variations of black and burgundy, with each bag featuring the YSL logo embossed on suede, an effect that only comes through under the light. While sleek and modern, there’s also a reference to the ’40s archives in the design of the satchel’s leather strap and light bronze hardware, as well as the revival of an old-school technique of leather embossing where the suede is washed after hot plate stamping for an aged vintage effect. Now you know the effort that goes into creating the illusion of effortless chic.

Saint Laurent Monogram All Over, from $2,620, available at Saint Laurent boutiques. ysl.com/sg


Louis Vuitton Spring/Summer 2019


Can you really have a monogram article without mentioning Louis Vuitton? It’s almost a given, but the LV logo finds itself on silhouettes as accessible as the Dauphine Mini and Locky BB bags, with the former design being more notable than others since Nicolas Ghesquière himself considers it a must-have piece. Maybe it’s the combination of the Monogram and Monogram Reverse leather — you’ve got to consider this a modern classic.

Still, we might argue — okay, we’re definitely asserting — that the menswear collection, by Off White’s Virgil Abloh, is just a tad cooler. Accessories come streetwear-chic, especially when you’re throwing in a matte orange plastic chain that vaguely recalls our 90s obsession with anything resin and PVC. Then, there are Pouchette Volgas dipped in bright shades, or an iridescent take on the roomy Keepall that’ll satisfy any holo magpies out there.

Louis Vuitton SS19 Women’s and Men’s collections, available at Louis Vuitton boutiques. louisvuitton.com