Karl Lagerfeld Welcomes the 'KL' House Monogram

by SHOWstudio on 31 August 2021

Switching up the distinctive Karl Lagerfeld house codes, the french house introduces its new Art Deco-inspired KL monogram logo.

Switching up the distinctive Karl Lagerfeld house codes, the french house introduces its new Art Deco-inspired KL monogram logo.

Fonts, logos and graphics are all undeniably integral to the look and feel of a brand, determining the values they wish to communicate, one creative decision at a time. That's why you often see many brands changing up their look (and their logo) every now and then with two of fashion's biggest names - Dior and Burberry - having made changes to their logos in the past two years alone.

The next fashion powerhouse to introduce a new identity to their brand is french maison Karl Lagerfeld. Their new A/W 21 collection will see the introduction of a new house monogram, partly inspired by the lustrous fonts of the 1920s that came to light through the Art Deco trend that swept across Europe at the time, (also famously known as one of Lagerfeld's favourite periods). The emblem combines the letters 'K' and 'L' and appears in both embossed and debossed executions, as well as prints and jacquards. The monogram emblem is featured on denim, knitwear, premium sweats, outerwear and bags. It further embellishes a variety of accessories, including hats, gloves and travel accessories.

The new 'KL' monogram
The new 'KL' monogram
Design director Hun Kim talking about the creative process at Karl Lagerfeld

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