Luxury brands are constantly chasing a universal visual language, one that sets them apart from the predictability of mass-market logos. From small-but-mighty motifs to head-turning patterns, the goal is always the same: global recognition and customer loyalty.
The rewards of staking that kind of ownership are enormous. Marty Neumeier, CEO of branding at Liquid Agency in California, explained to Vogue: “A trademark, especially in a field that depends so heavily on aesthetics, can be extremely valuable if the mark is unique, stylish and suggestive of an ownable market position.”
Keeping that in mind, let’s take a look at the five most iconic prints, the ones you’ll spot time and again in airport lounges, on red carpets, along city sidewalks, and even in the copycat corners of counterfeit markets.
1. Louis Vuitton: Monogram & Damier
First introduced in 1896, Louis Vuitton’s Monogram canvas was the brainchild of Georges Vuitton, who designed the interlocking “L” and “V” with floral motifs in memory of his father.
What started as a safeguard against counterfeiting became one of the most iconic fashion prints of all time, once carried by jet-set elites and still stamped across numerous LV bags today.
Here’s a little surprise: before the famous Monogram, Louis Vuitton introduced the Damier canvas in 1888. Created by Georges Vuitton, the Damier (literally meaning “checkerboard” in French) has been reimagined over the years in Ebène, Azur, and Graphite, each infusing everyday style with an eye-catching LV grid.
2. Dior: Oblique
Christian Dior has never been shy about rewriting the rules of fashion. When Dior unveiled the “New Look” in 1947, it stopped the fashion world in its tracks. The nipped waist and voluminous skirt reintroduced an ornate vision of femininity—adored by many, scoffed at by Coco Chanel—but it ultimately secured Dior’s place as a house unafraid to take risks.
Fast forward to 1967, and then-creative director Marc Bohan introduced another game-changer: the Oblique motif. Stamped with the repeating Dior name in a sharp, slanted typeface, the Oblique pattern turned into the defining look of the Maison’s luxury pieces, while inevitably becoming one of the most copied canvases in the fashion world.
After a period of fading into the background, its comeback has been nothing less than iconic, reclaiming its place on Dior’s signature handbags and even making its mark on their beauty lines.
3. Gucci: GG Canvas & GG Supreme
When people think Gucci, the double-G instantly comes to mind. First rolled out in the 1960s, the GG canvas is a visual tribute to Guccio Gucci, the Florence-born businessman who founded the Italian label in 1921.
The luxury fashion house took its timeless GG canvas to the next level with the launch of GG Supreme, a sturdier, water-resistant sibling that redefined Gucci’s classic aesthetic.
Today, the unmistakable designs are seen on everything from iconic handbags and stylish sneakers to elegant Italian apparel, balancing old-world Tuscan heritage with a bold, street-ready attitude.
4. Fendi: Zucca & Zucchino
Dreamed up in 1965 by Karl Lagerfeld, the Zucca print quickly became an emblematic hallmark of Fendi, the storied Roman house behind the legendary Peekaboo bag.
The Zucca’s big, unapologetic double “F”s (standing cheekily for “Fun Fur”) perfectly capture Fendi’s playful-meets-luxurious ethos, stamped across everything from sumptuous furs and leather goods to ready-to-wear and the iconic Baguette bag.
The Zucchino, a later arrival, miniaturized the iconic “FF” motif for smaller goods and understated accents, proving that a powerful print can flex without ever losing its bite.
5. Loewe: Anagram
Spanish designer Vicente Vela gave Loewe its Anagram in the 1970s—four artfully intertwined “L”s, inspired by the branding irons once used as a seal of leather’s quality.
The mirrored quadruple “L” motif has been modernized under Jonathan Anderson’s vision, now taking center stage on leather goods, scarves, and apparel from the nearly 180-year-old Spanish house.
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About The Writer
Meet Mariam — a fashion writer who lives and breathes all things vogue and glamour. For her, the most therapeutic aspect of fashion goes beyond simply shopping for the latest styles that appear in stores; it’s fully experiencing this glamorous world from the little details to the big moments (there's nothing quite like the thrill of flipping through a sleek fashion magazine, is there?).
