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Louis Vuitton
LOUIS VUITTON, THE FRENCH HAUTE COUTURE HOUSE
THE HOUSE OF LOUIS VUITTON, QUITE A STORY
Louis Vuitton, French luxury at its finest. A French house within the LVMH group, it stands for luxury made in France through its famous bags, but also through creations ranging from sneakers to travel luggage. The company was founded in 1854 by Louis Vuitton and opened its first store in Paris. Throughout his apprenticeship, the founder drew inspiration from the changes of his time. Building on his success, Louis Vuitton made travel the theme of his creations. He grew the business thanks to the opening of the Suez Canal, which brought in new customers with an appetite for French luxury. Maharajas and Eastern kings became the brand's finest showcase.
In 1870, Georges, Louis's son, took the label abroad. Louis Vuitton was soon present in London, then in New York. More than ten years later, Louis decided to fight the first counterfeits by adopting the beige and brown damier pattern with the words “Marque Louis Vuitton déposée”, making him well ahead of his time. In 1987 the house merged with Moët Hennessy to create LVMH, becoming the world leader in luxury. Owned by Bernard Arnault, a major figure in the industry, Vuitton has become the first brand that comes to mind for luxury consumers.
A REVOLUTION: VIRGIL ABLOH
Today a byword for success and prestige, the house has even carved out a prime place in urban culture. Artists show themselves wearing it as a symbol of their success. Always looking ahead, the French company recently appointed the hugely talented Virgil Ablohto lead its menswear collections. Born in Chicago, the founder of the brand Off-White became the new face of the house of LV through his creations and his willingness to turn his hand to anything. A genuine icon of the haute couture world, the American designer gave the French brand fresh momentum. He was known for his forward-looking approach to a deconstructed style, playing on materials and logos. Virgil Abloh notably rethought men's leather goods with the magnificent Keepall Bandoulière 50 Prism, a bag carrying the Louis Vuitton monogram on PVC canvas. He also reworked jewellery in his own way, offering Cuban chains set with coloured crystals engraved with the LV monogram. The designer from Chicago never stopped reinventing himself, offering collections that were more surprising each time.
Louis Vuitton was a visionary who knew how to read his era in order to build his brand. More than 150 years later, the illustrious house still works the same way. That mindset runs through its various collaborations, such as the one with Kanye West or with the brand Supreme. A true benchmark, the company never stops growing and broadening its activity while preserving the French craftsmanship that defines it.
SURPRISING COLLABORATIONS: SUPREME, KANYE WEST, TAKASHI MURAKAMI
Louis Vuitton is not afraid to step out of its comfort zone and reach into every world. Hence iconic collaborations such as the one with the celebrated Japanese artist Takashi Murakami. The famous artist reworked pieces from the leather goods line by reinterpreting the Louis Vuitton monogram through his own world and colour codes. The collaboration sold out very quickly. The famous founder of the label Yeezy also worked on a highly limited capsule collection made up exclusively of sneakers. The rapper showed all his talent in forward-looking silhouettes and colours. Genuine collector's items, these sneakers reach extravagant resale prices. But the most emblematic Louis Vuitton collaboration is surely the meeting between the French house and the giant of streetwear, Supreme. This capsule collection is made up of ready-to-wear, leather goods, accessories and jewellery. Released with the Autumn-Winter 2017 collection, the Supreme x Louis Vuitton box logo caused a sensation. Louis Vuitton understood the importance of emerging trends such as streetwear, and made itself the most influential haute couture brand of recent years.
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