Connect four

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.

 ??  ?? Medium ‘4G’ bag, €1,690, by Givenchy
Medium ‘4G’ bag, €1,690, by Givenchy

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