From John Galliano’s ode to Lauryn Hill with his Spring/Summer 2000 monogram-laden collection at Dior to Takashi Murakami’s Multicolore monogram for Louis Vuitton for Spring/Summer 2003 to Paris Hilton and Nicole Richie’s Gucci logo-emblazoned outfit in The Simple Life, noughties fashion flair was marked by a love for the monogram.
Twenty years on, the appetite for what was then a symbol of bourgeois chic and conspicuous branding has taken on a new meaning. A 2018 op-ed in the Business of Fashion by fashion writer and creative consultant stated: “Logomania is here again not only as a strategic or stylistic choice, or as a part of some cynical escapism. Logomania is here again because there is a serpentine connection and interdependence between the simplicity of contemporary design itself and the boldness of logos.”
Best way to don your Coach monogram pieces: mash them up with sporty separates.
Stuart Vevers knows very well the power a legacy logo can hold. It explains why Coach’s creative director has been toying with the brand’s iconic Signature C monogram for his designs for a while now – in a variety of materials and colours, but mainly in the house’s signature canvas in tan and charcoal.
The brand’s collaboration with British designer Matty Bovan which sees Coach’s logo treated with Bovan’s craft techniques since 2016 has also redefined the way the C monogram is viewed as a pop culture/style icon that can be reinvented in refreshing ways.
The Turnlock is one of the nine bags given the new Signature Jacquard monogram treatment.
Flash forward to Pre-Fall 2021 and Vevers is giving the Signature C monogram another lease of life in denim jacquard with the release of the Signature Jacquard line. Comprising ready-to-wear, bags and accessories, the line spans both womenswear and menswear and made up of 20 items.
The light chambray blue makes the conspicuous branding more palatable and also gives the Signature C pattern a more muted look as though it comes with a retro washed-out patina. The best way to pull the monogram off? We say how Vevers had mixed it up with sportswear separates will give your getup a more eclectic and effortless charm.
Ahead, we show you some of the items from the Signature Jacquard line you can cop.