Clutch Hit: On Purses, Monogram as Logo

Photographer: Photograph by Amanda Gordon/Bloomberg

Lizzie Tisch holds her personalized Edie Parker clutch and matching bangle at a
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<div contenteditable="true">Lizzie Tisch holds her personalized Edie Parker clutch and... Read More

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Photographer: Photograph by&nbsp;Amanda Gordon/Bloomberg</div>

<div contenteditable="true">Lizzie Tisch holds her personalized Edie Parker clutch and matching bangle at a</div><div contenteditable="true">gala last month.

When night falls, women put down their handbags--weighted with the day's work and status-symbol connotations--and reach for something lighter and fun.

Lately, for style setters, that has meant a customized Edie Parker clutch. Lizzie Tisch, who's on Vanity Fair's International Best-Dressed List, wore one to a benefit last month, choosing a long rectangle in gold confetti emblazoned with "Mrs. Tisch" in black script.

"I love customizing things," Tisch said. "It makes it yours." 

Tisch also has a white clutch with her first name on it, a gift from Edie Parker's designer, Brett Heyman, who founded the company in 2010 to re-create the midcentury acrylic purses she has collected since her teens. Hers are assembled in the Midwest using acrylic sheets manufactured in New Jersey. Some finishes glow in the dark. Tisch likes the mirror inside.

The bespoke versions with hand-cut letters start at $1795. They've been worn by Anna Dello Russo, editor at large for Vogue Japan, Eugenie Niarchos, daughter of shipping magnate Stavros Niarchos, and model and art director Julia Restoin Roitfeld. 

"The monogram bag is the new logo bag," said Indre Rockefeller, director of ready-to-wear at online retailer Moda Operandi, who pegs the trend to the rise of personal branding. 

It's not always about one's name, the use of which can come off as tacky. Tisch owns a red and blue Edie Parker clutch that matches the colors of the New York Giants, the N.F.L. team her husband co-owns. She wore it to the Super Bowl game the Giants won in 2012.

Amanda Gordon (@amandagordon) writes and photographs the "Scene Last Night" column for Bloomberg Muse, the arts and leisure section of Bloomberg News.

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