Fashion patterns: Burberry checks, Gucci mesh, Versace meanders—we explore these and other fashion houses.

Contents:

• Burberry
• Dior
• Gucci
• Versace
• Goyard

Patterns are an important tool in graphic design, as they are effectively applied to both mugs and business cards. Many designers use patterns as an expressive element of identity, while others use them to fill empty spaces. Their versatility allows for the creation of unique visual solutions that attract attention and emphasize the brand's style. Patterns can range from simple to complex, allowing them to be adapted to various design concepts and tasks.

There are unique examples of fashion house patterns becoming an integral part of clothing and accessories. These brands do more than simply use patterns to decorate their products; they create a strong connection between the fabric design and the company's core ideology, including its history, traditions, and principles. This approach allows the products to stand out in the market and attract the attention of consumers who value not only style but also the brand's philosophy.

This fall, the Italian fashion house Valentino presented a spring-summer 2023 clothing and accessories collection entirely dedicated to its logo. Models walked the runway wearing not only dresses, but also faces and lingerie decorated with a pattern featuring the repeating signature letter V, designed by Valentino Garavati in 1968. This collection emphasizes the brand's significance and its historical identity, and also demonstrates a creative approach to classic elements.

The Valentino Toile Iconographe pattern will certainly appear on the catwalk again and again. Fashion history shows that patterns with a rich heritage become an integral part of a brand's style. This is confirmed by our analysis, which illustrates how fashion houses develop and maintain their unique patterns, despite the dynamic nature of the fashion industry.

We share information about:

• Burberry: aristocratic Nova Check tartan;
• Dior: timeless Oblique Pattern;
• Gucci: GG Canvas on fabric and leather;
• Versace: Greek labyrinths and baroque;
• Goyard: optical illusions for hip-hop stars.

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In graphic design, a pattern is a repeating element or design used to create visual interest and structure in a project. Patterns can consist of various shapes, textures, and colors, and are often used to decorate backgrounds, textiles, packaging, and other design solutions. Using patterns helps create harmony and integrity in a design and improves the perception of information. It is important to keep in mind that patterns should be selected in accordance with the overall concept of the project and the target audience in order to effectively convey the intended message. Understanding the principles of working with patterns allows designers to create unique and memorable visual solutions.

Burberry

British fashion house Burberry, founded in 1868 In 1880, Burberry became famous worldwide for its unique fabric and the famous Nova Check pattern. The brand has become a symbol of elegance and high quality, and its products are associated with classic style and innovation in the world of fashion. Burberry continues to be a leading player in the market, combining tradition with modern trends.

The Burberry brand became famous for gabardine fabric, invented by Thomas Burberry in 1880. This woolen fabric was water-repellent and partially breathable, which provided greater comfort compared to the rubberized macintosh-type raincoats used at the time. Gabardine became the basis for the creation of stylish and practical outerwear, which contributed to the brand's popularity and its long-lasting success in the fashion market.

Burberry trench coats were originally created for the British army and natural explorers. After World War II, they gained popularity in everyday fashion. Burberry clothing began to actively appear in films, which contributed to its popularity. Audrey Hepburn's raincoat in Breakfast at Tiffany's and Humphrey Bogart's trench coat in Casablanca made the brand known to a wider audience. Thus, Burberry trench coats became a symbol of style and elegance, winning a place in the wardrobe of not only fashionistas, but also moviegoers.

The recognizable Nova Check tartan pattern, which has become a symbol of the Burberry brand, was registered as a trademark in the 1920s. Initially, this pattern was used exclusively for the linings of trench coats and coats. However, in 1967, attitudes towards the pattern changed. One of the managers of the Burberry boutique in Paris, while decorating a window, turned the collar of a coat on a mannequin inside out, which drew customers' attention to the tartan fabric as a style element. This unexpected approach generated great interest, and soon customers began to strive to wear the Nova Check pattern not only on linings, but also on visible accessories. Thus, the first Burberry cashmere scarves in the Nova Check colorway were born, strengthening the brand's status in the fashion world.

In the 1970s, the Sloane Ranger style gained popularity among the London aristocracy. This style was favored by highly educated young men from affluent families, who chose classic cuts that emphasized their background and status. A key moment in the style's development was the publication of The Official Sloane Range Handbook in 1982, which listed luxury brands, including Burberry. It was thanks to this publication that Nova Check gained popularity among the English aristocracy. The Sloane Ranger style embodies sophistication and elegance, becoming a symbol of British aristocracy.

In the late 1990s, the Burberry brand began actively selling its famous Burberry plaid clothing was sold in large quantities at affordable prices. Caps with the distinctive pattern cost as little as £50, making them accessible to a wide audience, including those with limited financial means and outside the upper crust of British society. At the same time, counterfeit Burberry clothing was on the rise, negatively impacting the brand's image. Burberry initially appealed to the British aristocracy, who valued emphasizing their social status. Wearing beige plaid with chavs was perceived as unacceptable. As a result, the fashion house's popularity among the elite began to decline.

In the early 2000s, Burberry creative director Christopher Bailey significantly reduced the production of clothing and accessories with the Nova Check print, reducing the volume by almost twenty times. Unsold plaid caps from previous collections were destroyed. This famous print, known as "tartan," became primarily used on the runway and was intended for overseas markets. This allowed Burberry to maintain exclusivity and increase demand for products featuring this iconic print.

By the late 2010s, the number of garments featuring Nova Check in Burberry's collections increased significantly. This occurred after Christopher Bailey officially reinstated the iconic tartan pattern. The appearance of Nova Check models on the runway was a major event in the fashion world and confirmed the design's status as a style icon.

In March 2018, Bailey stepped down as senior creative director of Burberry, and was replaced by Riccardo Tisci, who previously worked as creative director at Givenchy. Tisci began a rebranding process that included the company's famous pattern. The new pattern was developed by graphic designer Peter Saville, marking a significant step in updating the brand's image.

The classic Nova Check pattern was replaced with a minimalist monogram designed by brand founder Thomas Burberry, which now forms a vibrant pattern. The rebranding has received a mixed reaction from critics, with some praising the bold and modern feel of the changes, while others expressed dissatisfaction, believing the brand had overhauled its style too radically.

Despite the introduction of a new pattern, Nova Check remains an important part of the Burberry brand. In autumn 2022, the company presented a collaboration with one of the most famous computer games – Minecraft. The Burberry x Minecraft collection includes plaid scarves with pixelated elements that are perfect for both everyday city life and your gaming avatar in the virtual world. This collaboration highlights a unique blend of classic and contemporary trends, making Burberry products appealing to a wide audience, including fans of both fashion and video games.

Dior

The French fashion house Dior, known for its elegant New Look style, was founded in 1946. Just a year later, thanks to the support of Marcel Boussac, who at that time was the richest man in France, Christian Dior presented his first clothing collection in Paris and quickly gained recognition in secular circles. During its first seven years, the brand opened boutiques in countries such as the United States, Great Britain, Canada, Mexico, and Cuba, which contributed to its international success and strengthened its status as one of the leaders in world fashion.

After the death of Christian Dior, Yves Saint Laurent became the company's main designer. However, he was soon called up for military service, and Marc Bohan became a temporary replacement. This talented designer worked for the company for almost 30 years and left a significant mark on its history. In 1967, he created the famous Dior Oblique Pattern, which became an icon of the brand. The pattern is an interweaving of the logo's letters in diagonal lines, giving it a unique and memorable look.

The Dior Oblique Pattern first appeared in the Spring-Summer 1969 collection. This unique pattern quickly gained popularity and was used to decorate bags and luggage. In addition, it adorned the steps of the Dior Monsieur boutique, underscoring its importance in the fashion world. The Dior Oblique Pattern has become an integral part of the brand, symbolizing the style and sophistication inherent in Dior products.

For fifty years, the Dior Oblique Pattern has embodied elegance and The sophistication of the "Dior girl" look was evident, but its use was limited primarily to handbags. With the arrival of new creative director John Galliano in 1996, the situation changed. In 2001, Galliano integrated the pattern into his ready-to-wear collection, applying it to nearly sheer dresses and lightweight blouses, and also incorporated it into streetwear. Thus, the Dior Oblique Pattern has become a more universal element, emphasizing style and individuality, opening up new horizons for the brand.

In 2004 In 2015, the Rasta Boston bag, with its vibrant pattern and bold stripes, became part of an advertising campaign featuring one of the most famous models of the time, Gisele Bündchen. The unique pattern was used not only on the bags she carried, but also on a down jacket, underwear, and even a snowboard. Additional stills from the photo shoot show the model's knee-high socks and shoes also adorned with the original print. The Rasta Boston bag quickly gained popularity thanks to its bright design and association with fashion trends of the early 2000s.

Fashion designer Rafe Simons, who came to the place In 2012, Galliano became known for his commitment to minimalism, eschewing the excessive use of logos. His collections, inspired by classic Dior designs, featured elegant cuts and subdued color schemes, eschewing bold patterns. However, this period of calm proved short-lived. Four years later, the Oblique Pattern is making a comeback on the runway thanks to new creative director Maria Grazia Chiuri. Rihanna's look, crafted from branded garments, as well as painted saddle bags and a collaboration with Nike, have revived the pattern's relevance in both high fashion and everyday wear. The renewed focus on the Oblique Pattern highlights its significance and versatility, making it a key element of contemporary fashion trends.

Gucci

The Gucci fashion house was founded in 1921 by Guccio Gucci in Florence. Initially, the store specialized in the sale of leather goods and luggage. It attracted local aristocrats who were passionate about horse riding as its clients. Inspired by this, Gucci began creating collections that combined equestrian elements with elegant design. This approach became the foundation for the further development of the brand, which today is a symbol of luxury and style.

Gucci gained worldwide fame thanks to the leadership of Aldo Gucci, the eldest son of the fashion house's founder. After his father's death, he moved to the United States and opened several boutiques, which contributed to the brand's popularity on the international stage. Aldo also designed the famous Gucci monogram - two intertwined letters G, which became the symbol of the brand and embodied its style and luxury. This design decision cemented Gucci as one of the most recognizable and coveted fashion houses in the world.

The signature pattern of the Gucci fashion house, known as the Gucci Diamante, was introduced in the mid-1930s. This diamond-shaped pattern was initially used exclusively for bags and has retained its purpose for nearly a century. Bags with the Gucci Diamante pattern embody retro style and classicism, remaining relevant and in demand in the fashion world.

The most famous GG Canvas pattern was developed during World War II. Amid a shortage of leather used to make army boots, Gucci began making handbags from canvas. The GG Canvas pattern originally featured interlocking dark brown diamonds, reminiscent of the Diamant pattern, but with the GG logo added to the center of the intersecting lines. This unique design became a symbol of the brand, reflecting its creativity and adaptability in challenging times.

GG Canvas remained unchanged for many years until Frida became the creative director of the Gucci fashion house in 2006 Giannini modified the pattern, creating a new design called Guccissima, which translates as "Super Gucci." A miniature version of this pattern, called Microguccissima, was later introduced. Guccissima patterns are more compact than GG Canvas and are embossed onto leather goods, giving them a unique and elegant look. These changes became an important milestone in the history of the Gucci brand, emphasizing its commitment to innovation and modernity in the world of fashion.

Today, the signature pattern and its variations are used not only on bags, but also on clothing, accessories, and footwear. Even the brand's most luxurious product, a leather belt with a platinum buckle, embellished with diamonds and priced at $250,000, also features the GG Canvas pattern. This stylish and recognizable design has become a symbol of elegance and status, emphasizing the uniqueness of each piece. The use of the GG Canvas pattern in various product categories demonstrates its versatility and appeal to a wide audience.

This year, the Gucci brand launched an advertising campaign called A World in Blue GG Monogram, dedicated to the GG Canvas collection. In the campaign, all objects surrounding the models, including cars, phones, and walls, are decorated in a single blue Gucci pattern. The video evokes the 1970s, when the fashion house presented several pieces from the Ophidia clothing line in blue. The campaign highlights the brand's uniqueness and historical significance, as well as its ability to adapt classic elements in a modern context.

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Adding color to design is an important aspect that significantly affects the perception and emotional attitude towards a product. Patterns serve not only as decoration but also perform a functional role, helping to organize information and direct user attention. They can be used in various fields, from web design to the textile industry, creating a unique atmosphere and style.

Patterns work through a combination of color schemes and graphic elements. The correct use of color in patterns helps create harmony, making content more attractive and memorable. When choosing a palette for patterns, it is important to consider the psychology of color and its impact on perception. For example, warm colors can evoke feelings of joy and energy, while cool shades create an atmosphere of calm and tranquility.

Contrast is also important to consider: it helps highlight key elements and improve readability. Using patterns in combination with colors can significantly enhance the visual appeal and functionality of a design, making it more interactive and modern. It is important to test different combinations to find the perfect combination that suits your goals and objectives.

Versace

The Versace brand was founded in 1978 Versace emerged in Italy in 1991 and quickly gained popularity thanks to its bold and extravagant dresses with high slits, plunging necklines, and short skirts. Young fashion designer Gianni Versace, originally from Calabria, a region once inhabited by the ancient Greeks, drew inspiration from the history of his region and his fascination with Ancient Greece. These influences are reflected in the brand's logo, which depicts the Gorgon Medusa, and ancient motifs have become an important part of all Versace collections. The brand has become synonymous with luxury, originality, and audacity in the fashion world, attracting the attention of both celebrities and fashion enthusiasts around the world. By the mid-nineties, Gianni Versace had gained immense popularity and become one of the leading fashion designers. His unique looks attracted the attention of celebrities such as Michael Jackson, Elton John, Madonna, and Cher. Versace also worked with such iconic figures as Princess Diana of Wales and the Princess Royal of Monaco. Thanks to his talent and creative approach, he left a significant mark on the fashion world and continues to inspire designers and lifestyle enthusiasts.

Versace has always stood out not only for its recognizable cuts but also for its vibrant prints, which have become the brand's signature. Baroque swirls and Greek meanders were present in every Gianni Versace collection, often combined. This created a unique eclecticism characteristic of the entire fashion house. Versace offered the world a fresh take on Italian artistic tradition, where traditional images of angels and cherubs in gold frames gave way to the luxury of massive necklaces, harmoniously combined with leopard prints and exotic tropical ornaments, framed with gold volutes and borders. This combination creates an inimitable style that continues to inspire fashion designers and art lovers around the world.

On July 15, 1997, Gianni Versace was tragically assassinated near his mansion, after which management of the fashion house passed to his sister, Donatella Versace. As creative director, she not only preserved the unique style of the collections established by her brother but also significantly expanded the brand's boundaries. Donatella brought new ideas and innovative approaches, which allowed the house of Versace to maintain its reputation as one of the most influential and sought-after brands in the world of fashion. Under her leadership, the brand continues to attract attention thanks to bold and extravagant collections that remain relevant and in demand.

The classic Greek key was initially used exclusively in the fashion house logo, where the pattern surrounds the image of the Rondanini Medusa. Over time, meanders began to be used in various variations on silk scarves, where they were combined with baroque gold scrolls as edging. However, the pattern confined within these frameworks soon began to look too limited.

The first experiments in expanding the possibilities of the pattern began with Gianni Versace in the early nineties, when Helena Christensen showed a jacket with geometric spirals on the sleeves and cuffs. Donatella Versace also actively used this technique, for example, in 2015, when she released a ready-to-wear collection in which the pattern covered every surface of dresses, trousers, and jackets. These innovative approaches to design have become iconic moments in fashion history and highlight the influence of pattern on the style and aesthetic of Versace collections.

Last year, in the winter collection, the brand introduced the new La Greca pattern, a three-dimensional optical illusion reminiscent of a labyrinth. This pattern is a modern reimagining of Gianni Versace's original branding, based on the meander. The new geometric pattern not only retains the classic aesthetic of the house of Versace but also introduces three-dimensionality and a tilt to it. This approach contains a key message: the brand evolves and moves forward, remaining true to its roots and the unique style established by its founder.

Goyard

The French company Goyard was founded in 1792 and since then has specialized in the production of chests and suitcases. By the end of the 19th century, Goyard had earned a reputation as a reliable manufacturer of high-quality products. Edmond Goyard, who managed the company until 1879, made a significant contribution to popularizing the brand beyond France. He initiated the first advertising campaign, actively participated in international exhibitions, and opened new stores in England and the United States. Goyard continues to be a symbol of elegance and craftsmanship in the world of fashion and accessories.

The Goyard brand is known for its conservative philosophy. For almost a century and a half, the company remained in the Goyard family and remains a private enterprise. Goyard eschews modern marketing techniques, relying on its long-standing reputation, elegant style, and famous clientele. Company representatives say: "We are convinced that whispering in the ear may be less elegant, but it is certainly more effective than declaring yourself loudly."

The company maintains the confidentiality of its customers by maintaining lists of names of buyers, although many of them prefer to pre-order anonymously. Among the famous individuals who purchased Goyard products are such illustrious clients as Arthur Conan Doyle, Pablo Picasso, and Coco Chanel. The brand also created exclusive suitcases and trunks for monarchs, including the Romanov family and the Duke and Duchess of Windsor. Thus, Goyard continues to be a symbol of sophistication and tradition in the world of luxury accessories.

Creation of Goyardine canvas fabric with a unique Goyard Chevron pattern in In 1892, the brand's recognition was significantly enhanced. This fabric was soft, lightweight, and waterproof, surpassing linen, which was then used for luggage upholstery, in terms of durability. Goyardine became a symbol of quality and style, cementing the brand's reputation for high-quality goods. The fabric, adorned with a pattern designed by Edmond Goyard, is a unique work of art. The repeating monogram, formed by multiple dots in the shape of the letter Y—the central letter of the Goyard family name—creates a memorable visual effect. The dotted lines in the design symbolize logs of wood, a nod to the Goyard family's history of carpentry. The Goyard Chevron pattern, composed of three shades, adds volume and layering to the design. This unique design is reminiscent of the optical illusions of M.C. Escher, which makes it not only aesthetically pleasing but also interesting from a perceptual point of view.

The Goyard logo and its pattern, despite being created at the same time, differ significantly in style. The logo's age is easily discernible, while the geometric, minimalist pattern remains relevant in the modern world. According to the company, Goyard doesn't strive to adapt to current trends. On the contrary, it aims to create timeless products.

For a long time, the Goyard pattern was produced exclusively in black, which was combined with black or brown leather. However, after selling the company to Jean-Michel Signolle in 1998, Goyard began introducing new color combinations, expanding its range and attracting attention to its products. This has become an important step in the development of the brand, which continues to amaze fans with unique solutions and a variety of colors.

Despite its traditional nature, the Goyard brand attracts the attention of avant-garde cultural figures, including many rap artists. The brand has become a symbol of style and individuality, combining classic designs with bright, trendy colors. Journalists note that Goyard's rise to prominence in hip-hop culture stems from Kanye West's appearance at the Comme des Garçons show in 2009, where he completed his look with a classic black Goyard suitcase. The company subsequently began creating custom orders for artists like A$AP Rocky and Travis Scott, who favor bold and modern designs. Thus, Goyard continues to remain at the forefront of fashion, combining tradition with innovation.

In 2016, rapper and DJ Khaled appeared at the MTV Video Music Awards in a dark blue bomber jacket, completely adorned with a Goyard pattern. Goyard representatives noted that such a garment had never been produced, but expressed hope that it was at least made from signature scarves. The rapper responded that the Goyard brand is imbued in his soul and announced his intention to create pants and T-shirts with a similar design for himself. This incident highlights not only Khaled's individuality, but also Goyard's relevance in the fashion world.

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Creating Patterns in Photoshop, Illustrator, and Figma: A Step-by-Step Guide

Creating patterns is an important aspect of graphic design that allows you to add uniqueness and style to your projects. In this tutorial, we will look at how to draw a pattern in three popular graphic editors: Photoshop, Illustrator, and Figma.

In Photoshop, you can use drawing tools such as brushes and shapes to create unique elements. Once you have developed your design, use the Define Pattern feature to save it and apply it to other layers or the background.

In Illustrator, the process of creating a pattern involves using the Pattern tool. First, create the objects you want to use in the pattern, then select them and use the Create Pattern command. This allows you to easily edit and change the parameters of your pattern.

Figma offers simplicity and convenience when creating patterns. You can create a pattern using frames and components. Easily copy and place elements on a grid, and then use the repeat features to create unique patterns.

Each of these tools has its own features and advantages, allowing designers to experiment with shapes, colors, and textures. Pattern creation is not only a creative process but also an opportunity to improve the visual appeal of your projects.

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