Different, but the same.
It seems that expressing heritage and quality via typographic distinction has become too risky for high-end fashion brands. “Bill Gardner, a designer who obsessively tracks corporate identities at LogoLounge, cites a litany of pricey brands that lately have opted for the all-caps sans-serif look: Céline, Rimowa, Diane von Furstenberg, Balenciaga, and Saint Laurent, as well as Saville’s own refresh of Calvin Klein in 2017. All have been transformed into crisp-angled letterforms. When the Burberry redesign made its debut, design blog Brand New gave it a snarky welcome: ‘It is no more different nor more or less interesting than any other fashion sans-serif logo’”.
Article: Why Fashion Brands All Seem to Be Using the Same Font