Gucci’s GG Monogram gets a Makeover

How many times have you come across that unmistakable GG logo? You’ve likely seen it plastered across someone’s arm candy, or perhaps firmly lodged at the centre of a statement belt, each time instantly recognisable. With that recognition, the imitations follow—plenty have tried to replicate the signature interlocking Gs, and plenty have subsequently failed. Because the real GG Monogram isn’t just about appearances; it’s about the history, the story woven right into its fabric.

The story began with Guccio Gucci, whose dream of seeing his name travel the world inspired his sons in the late 1960s. They took their father’s initials, inverted and mirrored them, and placed them on the House’s classic brown and beige canvas—a design that first appeared in the 1930s, adorned with a rhombus pattern of small, repeating diamonds. Back then, only a few luxury houses used patterns for luggage, but Gucci was the first to extend this concept to other categories, including clothing and footwear, cementing the GG Monogram’s place in fashion.

Today, that monogram continues to evolve and in its latest stage, Gucci pays tribute to this storied emblem with a fresh take. To reinterpret its iconic logo, they called upon the outrageously creative duo behind M/M (Paris)—Mathias Augustyniak and Michael Amzalag. Art, graphic design, or fashion? It’s unclear what their primary focus is because they have spent decades blurring the lines between these entities. The two began their professional journey together, channelling their shared love of music into distinctive album covers for independent labels. Their innovative use of photography, typography, and drawing gained recognition, culminating in a Grammy Award for their work on Björk’s Biophilia. Augustyniak and Amzalag’s influence extends to major fashion houses like Alexander McQueen and Miu Miu, where they’ve crafted everything from runway set designs to three-dimensional fashion presentations.

Now, for Gucci, they brought in tow, their avant-garde touch to create a modern interpretation of a classic emblem. Designing handbags suited to contemporary life, the designers used new materials like soft leather and coated canvas, and the collection introduces a range of shapes—sleek half-moon bags, compact rectangular designs, and spacious totes—all combining creativity with everyday functionality.

Appearing on the bag’s patterned canvas is the phrase “Vuotare il sacco” an Italian idiom that translates to “Spill the beans,”. It’s a signature M/M (Paris) blend of fashion with contemporary culture. Their spunk and humour comes through wonderfully and speaks to a new generation of Gucci aficionados. The new collection is a reminder that though some symbols are deeply rooted in history, they also have the power to inspire new perspectives which resonate with the modern fashion landscape.