Fashion logos have always been big business, but they gained even more cultural cachet for the S/S 2021 season, when a number of brands looked back into their archives to bring new life to idiosyncratic motifs. Not least among them was Givenchy – as is seen from the new Givenchy ‘4G’ bag – under the creative directorship of Matthew M Williams.
When Williams, who took on the Givenchy role in 2020 and is also the designer behind cult fashion brand 1017 Alyx 9SM, was considering the codes synonymous with the illustrious French maison – one that’s associated with Breakfast at Tiffany’s ballgowns and Noughties streetwear-centric style – he honed in on the brand’s emblem.
The result? The new Givenchy ‘4G’ bag features a central hardware fastening composed of a signature geometric motif, formed from a pattern of four sans serif ‘G’s, with the striking jewellery-like closure reflecting William’s fascination with industrial hardware.
Discover the new Givenchy ‘4G’ bag
If a logo sparks meaningful brand associations, then the Givenchy ‘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, from cappuccino to red, from black to ivory, and in finishes from patent to exotic leather.
Its classic, simple silhouette ensures that it is not only an essential shoulder bag style for this season, but one for many more years to come. For all its streamlining, meanwhile, practical details such as a flat interior pocket are not overlooked, and there’s a choice of small and medium sizes.
And the Givenchy ‘4G’ isn’t only identifiable by its signature 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. §
