Fashion

Logomania: The best monogrammed clothing to buy now

By Josefin Forsberg

To wear a name on one’s sleeve – or bag or tights – may be deemed slightly ostentatious by some, but we wholeheartedly embrace the trend

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The idea of a monogram print has swayed our collective sartorial consciousness from luxury to garish and back again. Conspicuous branding of certain 'It-items' is and always has been – a part of the fashion world fabric. Iconography can play a considerable part in perceived poise, when done in the right way.

Included as one of the trends to watch in our October/November Issue's print editorial ‘Look Alive’, the monogram is undoubtedly one of the most prolific trends to have resurfaced with the return of the 1990s and Y2K fashion. This season, brands have gone above and beyond in their quest for logomania maximalism.

Certified status symbols, certain logos have a rich sartorial history. Take Gucci's brown double-G print. Nicknamed the ‘GG Supreme’, the enduring design was born out of fabric experimentations due to leather sanctions during the second world war, resulting in the beloved branded canvas the brand has become known for today.

Fully monogrammed look at Gucci autumn/winter 2021

Gucci autumn/winter 2021. Photo: Vogue Runway

Fully monogrammed look at Marc Jacobs autumn/winter 2021

Marc Jacobs autumn/winter 2021. Photo: Vogue Runway

Act N°1 autumn/winter 2021. Photo: Vogue Runway

However, some heritage houses have only recently begun experimenting with monograms. For example, for decades, Versace’s famous Medusa head was the only renowned iconography associated with the brand. But, during the autumn/winter 2021 show season, the Italian brand introduced a new chevron monogram – the first in the brand’s history.

So with the likes of Versace’s new interlocking key motif to Chanel’s heritage CCs, it seems like every brand worth their sartorial chops are leaning into logos for the upcoming season – after all, branding is a powerful tool. This season, however, the logo looks were not for the bashful. Covered top-to-toe with head-turning prints, models walked the runways in matchy-matchy monograms emblazoned with obvious branding.


The best monogrammed clothing

Logo jacquard wool-blend sweater vest

Ganni

SHOP NOWEUR 175
Logo swimsuit

Totême

SHOP NOWEUR 150
Logo bodysuit

Dodo Bar Or

SHOP NOWEUR 435
Camel Monogram Print

Anine Bing

SHOP NOWEUR 119
Logo knit dress

Fendi

SHOP NOWEUR 1100
Melina fleece jumper

Stine Goya

SHOP NOWEUR 190
Logo intarsia wool sweater

Balenciaga

SHOP NOWEUR 975
Logo wool cardigan

Miu Miu

SHOP NOWEUR 720
Gaou printed down coat

Moncler

SHOP NOWEUR 1550
Cotton-blend lamé top

Gucci

SHOP NOWEUR 690
Reilly knit

Rodebjer

SHOP NOWEUR 200
Logo jacquard biker shorts

Balmain

SHOP NOWEUR 1190

Gucci autumn/winter 2021.

Monogrammed Fendi tights at autumn/winter 2021

Fendi autumn/winter 2021. Photo: Vogue Runway

Versace autumn/winter 2021.

If you're not ready for a full look fashion month also presented plenty of opportunities to revel in logomania without wearing the trend top-to-toe for a more wearable alternative.

Fendi’s cursive-F tights are set to become a staple among the fashion set – after all, designer deniers have proven lucrative in past seasons – while Versace made a case for its new micro-monogram displayed on shoes and handbags. At Gucci, the dangling septum piercings with the brand’s crystal interlocked logo were seemingly made for the social-media-savvy.

Shake off any remnants of viewing branding as bashful, and lean into the logomania accessories of the season. We certainly have.


The best monogrammed accessories

Monogram bucket hat

H&M

SHOP NOWEUR 9
Logo wool-blend scarf

Acne Studio

SHOP NOWEUR 220
Logo tights

Fendi

SHOP NOWEUR 190
x Ed Curtis Stella Logo tote

Stella McCartney

SHOP NOWEUR 795
Printed silk-twill scarf

Chloé

SHOP NOWEUR 160
Logo leather ankle boots

Gucci

SHOP NOWEUR 790
Asymmetric printed canvas bucket hat

JW Anderson

SHOP NOWEUR 173

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