When it comes to luxury statement accessories, we’re all fond of them and always will be. But have you noticed a decline in D&G signs on belts, in-your-face Louis V logos on bags and ‘Armani’ letters written on shirts? Brands have been understating the obvious logos; exclusivity and simplicity is the new way to recognize a brand.Are brands profiting from this change in the market? Is this shift in branding a result of economic uncertain times? And why do we fall for it?

 Mary Kate and Ashley Olson, the twin actresses who have turned to fashion, launched handbags combining luxury materials and simple, unfussy shapes.Demand is clearly there – a $34,000 backpack has already sold out.During the economic swift, Hermès, known for it’s timeless pieces, has thrived. It posted an increase of 50 per cent in its first half profits this year. Belgian luxury accessories brand Delvaux, the world’s oldest leather goods house, is turning global, relying on consumers’ appreciation of history and identity. They said they might not have the status or the size but they have the genes. Delvaux’s sales have risen significantly in the past year.The bags in Tod’s Signature collection are identifiable by an imprinted pattern inspired by the moccasin’s 133 rubber nubs.When looking at Chanel’s “Boy bags” collection, we’re not seeing the expected quilting or double-C logo. 
Also, a growing demand for Céline, Bottega Veneta and Victoria Beckham reflect a focus on a timeless design with a perfect fit and finish.

 The strengths of these brands have nothing to do with changing-by-the-season trends, but with a recognizable identity and fine craft work. Many top-luxury brands have been limiting the amount of their products being made, partly reflecting costumer demand but also to protect exclusivity. 

An uncertain economy is certainly accountable for the shift towards understatement. If budgets are tighter, there is much greater appreciation for bags that will stand the test of time.

Besides that, the wealthy among us have lost interest in luxury brands turning to the masses and have found satisfaction in rediscovering private luxury, as it was once meant. Designs recognized by its contours and finishes, where the product itself, not the logo, accentuates personality. When a person gets a hold of these exclusive pieces and shares the name of the purchased jewel, they’ll often get a response of admiration, curiosity and even envy. As if someone is carrying a valuable secret along, one which they’ve just shared with the other. Who needs a logo when the game of recognizing by true connoisseurs has begun?

Chanel’s “Boy bags collection”

Tod’s “Signature collection”