With the launch of the Montblanc M_Gram 4810 collection, the brand is introducing a new original ‘M’ pattern to be featured on a selection of elegant and contemporary leather goods. The logo treatment is set to become a Montblanc design signature.
The all-over ‘M’ pattern will be debuted on a collection of large, medium and small leather goods including a backpack, a duffle bag, a pouch, wallets and belts. The unisex line of compact shapes comes in a sophisticated combination of black and blue, created to accompany both men and women on urban adventures without compromising on functionality.
The two-color tone M pattern has been inspired by the geometry and lettering of graphics from the Montblanc archives, underscoring the richness of the Maison’s heritage. The bold and pointed shape of the letter with its geometric look captures the Art Deco style of the 1920s, one of the most important periods for the brand.
We spoke to Zaim Kamal, Montblanc’s Creative Director, to find out more about the collection and the latest direction that the brand is taking with its leather goods and accessories range.
HYPEBEAST: What makes the Montblanc brand distinct? What are some of Montblanc’s staple features and iconic products?
Zaim Kamal: For me, it’s the fact that we have maintained our start-up mentality to this very day. This makes every single individual who contributes their competence to the Maison push to be better and more innovative in everything we do. We have the highest craftmanship at our finger-tips to create products that are beautiful and functional, for example, the user can make their own by imprinting their mark on them. The usage becomes the individual branding. This for me is true personalization and the ultimate story-telling. The icon of Montblanc is of course the Meisterstueck Fountain Pen.
Where has the inspiration behind the new Montblanc ‘M’ pattern come from and what design treatment has it received?
A monogram pattern is a badge, an identifier with the Tribe of a Maison. It is a signal that one aligns with the heritage & values of Montblanc. So when we started working on the pattern we knew that it needed to carry the heritage, values and expression of the Maison. The Archives were the starting point for us. We found a poster from the 1920s that incorporated the dynamics, promise and audacity of the young Maison. We looked at it and thought how would this evolve today? What are the cues we maintain? What do we need to enhance and what do we need to re-enforce? It was a very iterative way of working. I asked for an animation that overlayed the graphics onto a city grid in 2D we then converted that into a 3D street view and fine-tuned the rhythm and repeats. The past, present and future were fused by a change in perspective, immersion and urbanity.
Do changing tastes have an impact on what and how Montblanc designs? How does the new pattern align with the current fashion and lifestyle trends of your consumers?
Montblanc has been continuously successful for the past 115 years. This is because they always were relevant in the customer’s perception. We always start with the customer and define the purpose and functionality around them. That also stands true today. Change today is a constant. Even before the pandemic we were seeing big shifts in the way people lived, worked, were mobile, interacted or socialized. The pandemic accelerated aspects that were already in play at Montblanc. It is about the long-term perception change and how we address that.
How important is functionality to the Montblanc brand and the new collection?
From the very first product, there was always a blend blending reliable functionality with exquisite craftsmanship to last a lifetime. This seamless blending of functionality and expression that makes Montblanc unique. Every product has a purpose but it is the tactility that makes them a joy to use, make your own, imprint with and be inspired to make your mark.
Check out Montblanc’s recent campaign imagery for the range featuring Parker Sawyer above and shop the Montblanc M_Gram 4810 collection online via Montblanc now.