The Heart in the Wardrobe

From iconic bags to house logos: how brands make the heart motif unmistakable

In fashion, almost every major house has its own take on the heart — and it’s always about design language: the shape of a sculptural bag, a logo-sign, a talisman-like clasp on leather, or a print you recognize instantly.
That’s why, in houses with a strong point of view, the heart reads as part of the brand’s DNA — not a seasonal storyline.

Bags

Few houses haven’t tried a heart-shaped bag: some bet on architectural structure, others on a jewel-like clasp, and some on velvet, quilting, or an “inflated” volume effect.

Alaïa — Le Cœur (2022). “heart bag… a simple cut in the leather creates volume and pure shape.” The model became firmly associated with the house alongside the arrival of Pieter Mulier: the heart is reduced to sculptural geometry, so it doesn’t read as a novelty.

Saint Laurent — Heart Bag. The heart is treated as a rigid accessory-object: strict geometry, emphasized hardware, minimal sentimentality. This is not “romance,” but desire and the power of an image.

Dolce & Gabbana — Devotion (Sacred Heart). The heart functions as the central sign on the flap: “bejeweled heart fastening.” Crucially, for Dolce & Gabbana this motif is anchored in the Sacred Heart code — not a “Valentine” trope.

CHANEL — Heart Vanity handbag, circa 1995. A heart-shaped vanity as a vintage object: status is defined by the rarity of the format, the pre-owned/vintage context, and the circa designation.

Oscar de la Renta — Heart Balloon Bag. The heart as a sculptural clutch: “playful yet sculptural,” with a “balloon” feel.

Moschino — Love Me bag in velvet (Red). A velvet heart bag as an unmistakable pop form: a direct sign that works as a fashion gesture.

Shoes

In footwear, the heart is most often a precise accent or part of the construction: the sign is visible, but it doesn’t become decoration for decoration’s sake.

Alaïa — Le Cœur wedge mules. The heart is built into the silhouette as a pure form — the same Alaïa logic where the sign is carried by architecture.

MACH & MACH — Puffy Heart ballet flats. A heart as a voluminous accent, plus gloss and sparkling details: a dressy pair where the sign reads instantly.

kate spade new york — Lover Slingback Kitten Heel. A heart accent on the toe: a small sign, a big effect — instantly legible and still refined.

Christian Louboutin — flat shoes with red hearts. A clean silhouette where the graphic sign works like an immediate signature.

Comme des Garçons PLAY — sneakers. White, black, and polka-dot versions: the red heart-with-eyes operates as an instantly recognizable emblem

Clothing, lingerie, accessories, and objects

Here the heart is especially compelling as a recognition code: an emblem, a repeated sign, a small “seal” on a piece.
At some point you realize something simple: the heart in a wardrobe is about identity.

Comme des Garçons PLAY. The PLAY line launched in 2002; the heart-with-eyes functions as a signature mark — a visual code you recognize at once.

AMI Paris — AMI de Cœur. For AMI, the heart is a brand emblem and a recognizable signature; the official values are framed as “love and friendship.”

Moschino — Printed lycra bikini set. “all over heart print” and “logo patch”: the heart becomes part of pop graphics.

Agent Provocateur — Rozann (a 5-piece series). “heart-shaped embroidery” on tulle, plus “80s glam, all grown up.” It’s a coordinated series in one design code: bra, Brazilian brief, thong, tutu suspender, garter.

Vivienne Westwood — Mirror Heart Orb keyring. The heart works together with the house’s Orb code: a small sign-object worn on a bag or keys as a visual signature.

kate spade new york — Yours Truly Origami Heart Bag Charm / I Love You Mini Zip Card Case. Here the heart is a language of messages: small items that make the sign everyday and functional.

Elizabeth Scarlett — Love Hearts Open Flat Makeup Bag. The “open flat” concept plus embroidered hearts on velvet: practicality presented as a gift.

Amuse La Bouche — Crab Linen Napkins (set of two). For the “objects” section: a white-and-red palette as a precise tablescape accent — a micro-detail that carries the mood.

Assouline — Heart & Love by Pierre Berville. A book as an object: the heart as a cultural symbol — an anchor for the selection and a final accent.

CHANEL — N°1 DE CHANEL Massage Accessory. A gesture-object: the accessory turns a skincare ritual into a tangible action.

Swarovski — Kris Bear Heart Balloons. A decorative object with a clear message: heart-shaped balloons — for gifting and interior context.

Baccarat — Amor Heart (Red Crystal). Baccarat’s red crystal heart is a small talisman-object — dense in colour, clean in cut, and made to catch and split the light. It reads less like a literal message

and more like a discreet signature on a shelf, a desk, or within a tablescape. Size: 7.4 × 7.6 × 4.1 cm.

Featured brands:

Bags: Alaïa; CHANEL; Dolce & Gabbana; Moschino; Oscar de la Renta; Saint Laurent.

Shoes: Alaïa; Christian Louboutin; Comme des Garçons PLAY; kate spade new york; MACH & MACH.

Other objects: Agent Provocateur; AMI Paris; Amuse La Bouche; Assouline; CHANEL; Comme des Garçons PLAY; Elizabeth Scarlett; kate spade new york; Moschino; Swarovski; Vivienne Westwood.