Fashion gets personal

Land's End Chambray Shirt, available from Photo: PA Photo/Handout
Land's End Chambray Shirt, available from Photo: PA Photo/Handout

In the upper echelons of fashion, personalisation has become the new byword for luxury.

Fendi leads the way, with their “made to order” room, which opened in London this year, allowing customers to choose fabrics, colours and finishes on their one-of-a-kind bags, while Burberry’s monogrammed wool wraps have been a major hit with famous fashionistas.

A £900 cape (plus £200 to add your initials) is pretty steep, but the good news is that you can get a slice of the customisation action on the high street for far less.

From cute clutches to bespoke backpacks and jewellery, these are the pieces to put your stamp on...


With Baia’s made-to-order service, you get Fendi-like levels of freedom on your bag design. Choose a style, from mini backpacks to roomy totes, then pick the colour and fabric you want for each panel, plus the lining, strap and metalwork, all for less than £200.

Baia London Mini Rucksack, reduced to £114 from £190 (


Accessories designer Harriet Sanders hands over the reigns with her alphabet clutch bags. Choose from 15 tasty colours, like chocolate, lemon or plum (plus five for the lining), and add up to four gold letters or symbols to make your own initials, name or sassy slogan.

Symbols Alphabet Clutch Bags, £55 (


I Know The Queen’s glitter clutches are the perfect party outfit accompaniment, and you can make yours even more of a talking point by adding up to seven sparkly letters. Your name is the obvious choice, but why not get creative, hook up with your friends and write whole sentences?

Personalised Glitter Clutch, £65 (


Thorndale will embroider almost all of their accessories, from washbags to backpacks, offering a choice of fonts and colours for up to five letters. In leather, suede and tweed, the men’s and women’s bags make classy gifts for outdoorsy types.

Thorndale Leather Washbag, £40 (


Fiorelli introduced a personalisation service on its popular Mia handbag earlier this year. Choose from a variety of styles of the classic grab bag and add up to three embossed initials.

Mia Grab Python Print Tan Bag, £59 (


Customisable suede accessories from Spanish brand La Portegna have a specially placed leather panel to allow five letters to be embossed, in a choice of five colours, for £15. With a wide variety of styles in high quality materials, these luxe bags will last a lifetime.

La Portegna Carlota Suede Clutch, £110 (


Go bespoke on the beach with Rae Feather’s monogrammed towels and woven bags. Choose from a range of coloured stripes on the straw bags and coordinate with your towel - you’ll be the envy of your fellow sunbathers.

Monogram Basket, £150 (


You can add up to 10 embroidered letters or symbols - everything from bumblebees and cupcakes to flags and footballs - to a whole host of items from Land’s End, for just £3.50. US sports-style initials look right at home on the chest of a polo shirt or jacket, while a monogrammed tote or scarf makes a lovely present for Mum.

Shipyard Chambray Shirt, £35 (