A new bag by Givenchy incorporates visual links and aural clinks
The fashion logo has always been big business, but it gained even more cultural cachet for S/S21 when a number of brands looked back into their archives to bring new life to idiosyncratic motifs. Among them was Givenchy with its new creative director Matthew M Williams, the designer behind cult streetwear-centric brand 1017 Alyx 9SM, who took on the role last year. When Williams was considering the codes synonymous with the illustrious French maison, he too honed in on the brand’s emblem. Givenchy’s new ‘4G’ bag features a central hardware fastening composed of a signature geometric motif, formed from a pattern of four sans serif ‘G’s, the striking jewellery-like closure reflecting Williams’ fascination with industrial hardware. If a logo sparks meaningful brand associations, then the ‘4G’ – a name with mobile phone connotations – sends out singular style signals. The bag, elemental in its pared-back rectangular form, is available in a number of colourways and textures, from cappuccino to red, and from patent to exotic leather. And the ‘4G’ isn’t only synonymous with its logocentric hardware and optional chunky ‘G’ logo chain strap – it also closes with a satisfying metallic clink. The brand doesn’t just have a visual hardware hallmark, but a sound one, too – one with a closure that denotes connection.