How to wear your favourite brand icons

How to wear your favourite brand icons

Proudly displaying your brand logo is back in style.


In an era of branding, a distinctive leather patina is not enough. Especially since Berluti, which started life as a shoemaker in 1895, now also has a ready-to-wear collection that doesn’t always involve the use of leather. Enter this logo tee, proudly bearing the brand’s new “Berluti 1895 Paris” emblem introduced by the brand’s latest creative director, Kris Van Assche.

Cotton-jersey tee, from Berluti.


Fusing Louis Vuitton’s subtly grained Taiga leather and the house Monogram pattern – as well as wake- you-up shades such as Pacific Blue (pictured) and Bahia yellow – the new Taigarama collection has the kind of zesty energy that would benefit any long-haul traveller. Aside from the Keepall duffle bag on this page, the family includes pieces such as a backpack, bum bag and wallets.

Leather bag, from Louis Vuitton.


After taking the reins at Burberry last year, creative director Riccardo Tisci created two motifs for the English company: One is a new brand logo done in a blocky, sans-serif font, and the other – as shown here – is a monogram featuring the initials of founder Thomas Burberry and inspired by an archival drawing. This red sweatshirt was launched under the brand’s B Series time-limited, monthly releases, but we are positive there will be similar styles, in other colours, to come.

Cotton sweatshirt, from Burberry.


For a few seasons now, Ermenegildo Zegna has been emphasising the triple-X stitch as the defining emblem of its Couture runway line. Inspired by a tailor’s stitches, the three X’s – typically hand-sewn – are a nod to the handmade touches that remain essential to the brand. This season, every other designer is doing a fancy take on outdoorsy, Teva-ish sandals – and this pair is one of our favourites.

Leather sandals, from Ermenegildo Zegna.


Two Dior icons have come together in one of the brand’s latest small leather goods. The Dior Oblique canvas (designed by Marc Bohan in 1967) and the Saddle bag (created by John Galliano in the 2000s) are combined in this updated bag, which can be slung over the shoulder or adapted to be carried like a belt bag.

Canvas and leather bag, from Dior.


Hermes isn’t a brand that one associates with logos (save for an artfully used H motif here and there), but it occasionally makes charming exceptions. Made from a water-resistant, neoprene-like material, this beach pouch is available in three sizes and comes in a cheerful yellow that’s as sunny as one’s mood on vacation.

Polyamide-elastane pouch, from Hermes.


Following the relaunch of historical motifs such as the VLTN logo that was used in the 1980s, Valentino continues to fan the flames of logomania with new symbols. Now, it brings back the Go Logo from the 1960s, featuring a V within an ellipse, used either as is, or (as shown here) broken and reconfigured to desirably irreverent effect.

Leather backpack, from Valentino.

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