Before we dive into the luxury market, let’s go back roughly 20,000 years to southwestern France, to a village called Montignac. Here, a network of caves emerges from a hillside, containing nearly 600 paintings that depict the pastoral lives of our Palaeolithic ancestors. Often referred to as the “Prehistoric Sistine Chapel,” these works are some of the earliest and most impressive examples of art in the archaeological record, showcasing advanced techniques in scale, shading, and perspective. But beyond their artistry, they reveal something deeper: our innate desire to leave a mark.

This impulse shouldn’t come as a surprise. Cave paintings are just one chapter in a much larger story. From the Great Pyramid of Giza to Mount Rushmore, from vanity plates on vintage cars to your mother’s charm bracelet collected on family vacations, each is a testament to the human need to remember, to be remembered, and to announce ourselves to the world.

Today, luxury houses and brands such as Moynat, Bode, and Louis Vuitton are continuing this tradition in a more personal way, offering hand-painted personalisation that allows individuals to leave their mark, quite literally, on the objects they carry.

A Response to Market Changes

Of course, personalised luggage is nothing new. Monogrammed trunks have long been a staple in Louis Vuitton’s catalogue. But today’s market isn’t just looking to add a set of initials to a Speedy or Courrier Lozine—after all, leather-friendly decals can be found on Etsy. Instead, consumers are seeking something more meaningful. Whether it’s a bag from Moynat or a pair of cords from Bode, luxury goods have become blank canvases for florals, self-portraits, and the occasional homage to a beloved French bulldog or two.

For many artists, the rise of hand-painted personalisation is a direct response to the current fashion landscape. Consider Brooklyn-based illustrator Prates “Monsieur Poppi” Songtieng, who recently collaborated with The Decorum in Bangkok on a Bode pop-up. According to Songtieng, the demand for personalisation stems from a craving for individuality in an increasingly homogenised industry. Over the past decade, trends have begun to collapse into one another, accelerated by social media trends (remember #OldMoney?) and the uniformity of fast fashion. This has had a chilling effect on creativity, but it’s also created new opportunities. Artists are now stepping in to offer something more personal, more expressive, and ultimately more human, and it spans the market.

Somsack “Som” Sikhounmuong, creative director and partner at Alex Mill, sees personalisation as a way to forge a deeper connection between the consumer and the object. Earlier this year, Alex Mill began offering hand-painted lettering on their Perfect Weekend Tote, both to highlight artisan talent and to bring customers closer to the creative process. “Having something painted in Brooklyn feels very special [to our customers] and ultimately makes Alex Mill a differentiator against our competitors in the market.”

The surge in personalisation also coincides with the rise of the secondhand luxury market. TheRealReal, one of the leading resale platforms, reported 9 per cent growth in 2024, continuing its steady climb and positioning itself as a serious competitor to traditional luxury houses, many of which have reported stagnant or declining sales. In response, some luxury consumers are embracing personalisation to opt out of the resale loop altogether, knowing that custom pieces hold less appeal on the secondary market, where pristine, untouched goods are prized. At the same time, those buying secondhand are commissioning artists to transform their finds, allowing them to experiment with a lower upfront investment while still making the piece entirely their own.

Inside the Personalisation Process

Whether working with an independent artist like Samantha Nicoletti or in-house artisans like Patric Hanley or Sean Ghobad, the challenges—and opportunities—that exist from working on luxury goods are uniquely their own.

For Hanley, who is currently an artisan with Moynat and previously worked at Louis Vuitton at its flagship Fifth Avenue location, every detail must be considered. From the material of the bag to the placement of the brand’s emblem, these details all come into effect when working with a client on selecting a design. “Take, for example, Moynat’s canvas over other heritage brands, like Louis Vuitton. While their canvas might be more textured and pebbled, Moynat’s is smoother. This might seem like a small difference, but in reality, it plays a big part in how and what I paint on the bag.”

Taking into account material differences is just one part of the process, Hanley notes. Artists also have to consider placement, wearability, the level of detailing of the design, and colours. It is this interplay between materiality and skill in which an artist like Hanley, who holds a BFA in painting and has worked in the luxury market for over a decade, must comfortably reside to work at the level required of his skill.

And then, of course, there is the design itself. Scrolling through Sean Ghobad’s portfolio, which has been developed through his work at Louis Vuitton, one can see the breadth in variety of hand-painted commissions. Everything from vintage travel stamps to a wide-mouthed hippopotamus has found its way under Ghobad’s brush.

For Hanley, whose portfolio is no less whimsical with floral Birkins and Charlie Brown lamenting, “Good grief, it’s Gucci,” figuring out the design is one of his favourite parts of the job. “That’s where the collaboration really happens between me and the client. My role is to guide their vision and manage expectations. I want my work to complement the bag while honouring the client’s ideas. It’s most rewarding when I can bring that to life.”

Individuality on Display

Among the many demographics buying luxury goods, celebrities are leading the way in seeking out bespoke, personalised pieces. With media appearances tightly managed by publicists and wardrobes curated by stylists, a painted handbag with a playful message may be one of the few remaining ways for them to show personality through fashion.

Louis Vuitton, with its deep-rooted ties to celebrity culture, has become something of a ground zero for this movement. LeBron James, Offset, and Kid Cudi are just a few high-profile figures who have been spotted carrying custom pieces adorned with Sean Ghobad’s artwork, each bag reflecting something personal or playful for their famous clients.

Meanwhile, Moynat—still a relatively new presence in the U.S. luxury scene—is taking a more grassroots approach. Other than painting full-time in their NYC location, Patric Hanley has hosted pop-ups in Miami, Beverly Hills, and Troy, Michigan, working directly with patrons to create one-of-a-kind pieces. His growing list of clients includes actress Victoria Justice and French footballer Paul Pogba, signalling the brand’s rising appeal among a diverse set of customers. With an event in Chicago planned next month and further cities to be announced, Moynat is carving out a reputation for returning craftsmanship to the forefront of this heritage brand.

Same Instinct, Different Canvas

Personalisation isn’t new; the context is. In a market flooded with uniformity, a culture hellbent on sameness, and a luxury space increasingly shaped by dupes, secondhand finds, and super fakes, working with an artist can be a refreshing alternative, making the object feel less like a purchase and more like an heirloom. Leaving a mark just happens to come with a US$6,000 price tag.

This story was previously published on Robb Report USA.