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Logo Lovin’

The logo love affair of the early ‘00s has reignited. You no longer have to be discreet; carry one of these insignia covered bags, and flaunt which designer brand you are completely head over heels for.

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Christian Vierig/Getty Images

Christian Vierig/Getty Images

Christian Vierig/Getty Images

Edward Berthelot/Getty Images

Following Phoebe Philo’s ‘Céline minimalism’ reign, the flashy, in-your-face fashion that characterized the early ‘00s is back. It is again on-trend for your ensemble to shout, rather than whisper, who makes it. Demna Gvasalia’s appropriation of Bernie Sander’s campaign typeface for Balenciaga and Louis Vuitton’s collaboration with Supreme revitalized logomania in 2017, and over-the-top, head-to-toe displays of brand loyalty have been flooding Instagram feeds ever since. Not as bold as Kylie Jenner, who posted a photo of herself and her daughter’s pram covered in all-over Fendi Zucca? Then carry a monogram bag, and you can still – albeit much more demurely and affordably – get the look everyone is hyping…because we have all fallen for logos again, and it is much more than just a casual fling!

  • To ensure Guccio Gucci’s legacy of luxury, his initials were added to the brand’s Diamante pattern by his son Aldo in the ‘60s. The high-shine, black ‘GGs’ almost blend in with the matte black canvas they are threaded onto, making this clutch a kind of glam Gucci camo. While the logo is a bit more unassuming, the red-green web boldly gives away that you are clutching a Gucci. If you are gaga over Gucci, then this bag is a must-have!
  • Designed by Karl Lagerfeld, Fendi’s ‘FF’ logo – also referred to as the inverted Zucca – does not actually stand for Fendi, but instead ‘Fun Fur.’ Not only reserved for its furs, Fendi’s logo is also playfully featured on its bags. The dark brown ‘FFs’ strikingly contrast with the tan background on this canvas handbag. If you want to – not so subtly – flirt with Fendi, then this is the perfect bag for you!
  • Made popular by the Saddle, Dior’s jacquard canvas features upward slanting repetitions of the brand’s namesake in its signature Nicolas Cochin font. Dior’s logo dominates the canvas, creating a graphic motif that has become its trademark. In burgundy, this boston bag screams Dior, so that you – and everyone else at the airport – will notice as it appears in baggage claim. If you desire Dior, then make this bag your next travel companion!

Cover photography by: Edward Berthelot/Getty Images

Edited by : Anna Villani

The people pictured are not associated with The Archive or The Vintage Bar, and do not endorse the products shown.

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