Wikipedia

Louis Vuitton

For its founder, seeLouis Vuitton (designer).

Louis Vuitton Malletier SAS,commonly known asLouis Vuitton(/luːˈiːvɪˈtɒn/ⓘ,French:[lwivɥitɔ̃]ⓘ), is a Frenchluxuryfashion houseand company founded in 1854 byLouis Vuitton.[1]The label's LVmonogramappears on most of its products, ranging from luxury bags and leather goods toready-to-wear,shoes,[4]perfumes, watches, jewellery, accessories, sunglasses andbooks.Louis Vuitton is one of the world's leading international fashion houses. It sells its products through standaloneboutiques,lease departments in high-enddepartmental stores,and through thee-commercesection of its website.[5][6]Louis Vuitton merged with Moët Hennessy in 1987 to createLVMH,of which it is a subsidiary.

Louis Vuitton Malletier SAS
Company typeSubsidiary[1]
IndustryFashion
Founded1854;170 years ago(1854)
Paris,France
FounderLouis Vuitton
Headquarters
2 Rue du Pont Neuf
75001Paris
France
48°51′33″N2°20′38″E/ 48.8593°N 2.3439°E/48.8593; 2.3439
Key people
Products
RevenueIncrease€14 billion (2020)[2]
Number of employees
19,000 (2013)[3]
ParentLVMH
Websitelouisvuitton.com
Interior view of the Louis Vuitton flagship store in the Champs-Elysées

For six consecutive years (2006–2012), Louis Vuitton was named the world's most valuable luxurybrand.Its 2012 valuation was US$25.9 billion.[7]In 2013, the valuation of the brand was US$28.4 billion withrevenueof US$9.4 billion.[8]The company operates in 50 countries with more than 460 stores worldwide.[9]

Louis Vuitton has faced some episodes ofcriticism:continuous targeting due to its failures in ceasingforced labour,[10][11][12]allegedmistreatmentof its models in 2017,[13]and a series of strong polemics inBarcelona,Catalonia(due to sponsoring the2024 America's Cup) that involved an administratively opaque fashion show,[14][15][16]significant damages in thePark Güell'sUNESCOWorld Heritage Site,[17]and multiple citizen protests against the company.[18][19][20]

History

Founding to World War II

See also:Louis Vuitton (designer)

The Louis Vuitton label was founded by Vuitton in 1854 on Rue Neuve des Capucines inParis.[21]Louis Vuitton had observed that theHJ CaveOsilite[22]trunk could be easily stacked. In 1858, Vuitton introduced his flat-topped trunks with Trianon canvas, making them lightweight and airtight.[21]Before the introduction of Vuitton's trunks, rounded-top trunks were used, generally to promote water runoff, and thus could not be stacked. It was Vuitton's gray Trianon canvas flat trunk that allowed the ability to stack them on top of another with ease for voyages. Many other luggage makers later imitated Vuitton's style and design.[6]

The company participated in the1867 Universal Exhibition in Paris.[21]In 1871,Ōyama Iwaobecame the first recorded Japanese customer, ordering a set of luggage while in Paris as a military observer during theFranco-Prussian War.[23]To protect against the duplication of his look, Vuitton changed the Trianon design to a beige-and-brown stripes design in 1876.[6]By 1885, the company opened its first store inLondononOxford Street.[21]Soon thereafter, due to the continuing imitation of his look, in 1888, Vuitton created the Damier Canvas pattern, which bore a logo that reads "marque L. Vuitton déposée",which translates into" L. Vuitton registeredtrademark".In 1892, Louis Vuitton died, and the company's management passed to his son.[6][21]

Ad for Louis Vuitton luggage, 1898

After the death of his father,Georges Vuittonbegan a campaign to build the company into a worldwide corporation, exhibiting the company's products at theChicago World's Fairin 1893. In 1896, the company launched the signature Monogram canvas[24]and made the worldwide patents on it.[6][21]Its graphic symbols, including quatrefoils and flowers (as well as the LV monogram), were based on the trend of using JapaneseMondesigns in the lateVictorian era.[25]The patents later proved to be successful in stopping counterfeiting. In this same year, Georges travelled to the United States, where he toured cities such as New York,Philadelphia,and Chicago, selling Vuitton products. In 1901, the Louis Vuitton Company introduced theSteamer Bag,a smaller piece of luggage designed to be kept inside Vuitton luggage trunks.

By 1913, the Louis Vuitton Building opened on theChamps-Elysees.It was the largest travel-goods store in the world at the time. Stores also opened in New York,Bombay,Washington,London,Alexandria,andBuenos Airesas World War I began. Afterwards, in 1930, the Keepall bag was introduced. During 1932, LV introduced theNoébag. This bag was originally made for champagne vintners to transport bottles. Soon thereafter, the Louis VuittonSpeedybag was introduced (both are still manufactured today).[21]In 1936 Georges Vuitton died, and his son, Gaston-Louis Vuitton, assumed control of the company.[21]

WWII Nazi collaboration

During World War II, Louis Vuittoncollaboratedwith theNazisduring theGerman occupation of France.The French bookLouis Vuitton, A French Saga,authored by French journalist Stephanie Bonvicini and published by Paris-based Editions Fayard,[26]tells how members of the Vuitton family actively aided the Vichy government led by MarshalPhilippe Pétainand increased their wealth from their business affairs with the Germans. The family set up a factory dedicated to producing artefacts glorifying Pétain, including more than 2,500 busts.

Caroline Babulle, a spokeswoman for the publisher, Fayard, said: "They have not contested anything in the book, but they are trying to bury it by pretending it doesn't exist."[27]Responding to the book's release in 2004, a spokesman for LVMH said: "This is ancient history. The book covers a period when it was family-run and long before it became part of LVMH. We are diverse, tolerant and all the things a modern company should be."[27]An LVMH spokesman told the satirical magazineLe Canard Enchaîné:"We don't deny the facts, but regrettably the author has exaggerated the Vichy episode. We haven't put any pressure on anyone. If the journalists want to censor themselves, then that suits us fine." That publication was the only French periodical to mention the book, possibly because LVMH is the country's biggest advertiser in the press.[27]

1945 through 2000

See also:Louis Vuitton Cup,America's Cup,andLVMH

During this period, Louis Vuitton began to incorporate leather into most of its products, which ranged from small purses and wallets to larger pieces of luggage. In order to broaden its line, the company revamped its signature Monogram canvas in 1959[21]to make it more supple, allowing it to be used for purses, bags, and wallets. It is believed that in the 1920s, counterfeiting returned as a greater issue to continue on into the 21st century.[6]In 1966, thePapillonwas launched (a cylindrical bag that is still popular today). By 1977 with annual revenue up to 70 millionFrancs(US$14.27 million).[28]A year later, the label opened its first stores in Japan: in Tokyo andOsaka.In 1983, the company joined withAmerica's Cupto form theLouis Vuitton Cup,a preliminary competition (known as an eliminatory regatta) for the yacht race. Louis Vuitton later expanded its presence in Asia with the opening of a store inTaipei,Taiwan in 1983 andSeoul,South Korea in 1984. In the following year, 1985, the Epi leather line was introduced.[21]

1987 saw the creation ofLVMH.[21]Moët et ChandonandHennessy,leading manufacturers of champagne andcognac,merged respectively with Louis Vuitton to form the luxury goods conglomerate. Profits for 1988 were reported to have been up by 49% more than in 1987. By 1989, Louis Vuitton came to operate 130 stores worldwide.[21]Entering the 1990s, Yves Carcelle was named president of LV, and in 1992, Louis Vuitton entered mainland China by opening its first store inBeijingat the Palace Hotel. Further products became introduced such as the Taiga leather line in 1993, and the literature collection ofVoyager Avec...in 1994. In 1996, the celebration of the Centennial of the Monogram canvas was held in seven cities worldwide.[21]

In 1997, Louis Vuitton madeMarc Jacobsits Artistic Director.[29]In March of the following year, he designed and introduced the company's first "prêt-à-porter"line of clothing for men and women. Also in this year products introduced included the Monogram Vernis line, the LV scrapbooks, and theLouis Vuitton City Guide.[21]

The last events in the 20th century were the release of the mini monogram line in 1999. The opening of the first store in Africa inMarrakech, Morocco,in 2000. Finally, the auction at the International Film Festival inVenice, Italy,where the vanity case "amfAR" designed bySharon Stonewas sold, with the proceeds going to theFoundation for AIDS Research(also in 2000).[21]

2001 to 2011

Louis Vuitton VIP room in Vienna for ordering custom-designed goods

By 2001,Stephen Sprouse,incollaborationwithMarc Jacobs,designed a limited-edition line of Vuitton bags[21]that featuredgraffitiwritten over the monogram pattern. The graffiti readLouis Vuittonand, on certain bags, the name of the bag (such as Keepall and Speedy). Certain pieces, which featured the graffiti without the Monogram canvas background, were only available on Louis Vuitton'sV.I.P.customer list. Jacobs also created the charm bracelet, the first-ever piece of jewellery from LV, within the same year.[21]

In 2002, the Tambour watch collection was introduced.[21]During this year, the LV building in Tokyo'sGinzadistrict was opened, and the brandcollaboratedwith Bob Wilson for itsChristmas windowsscenography. In 2003,Takashi Murakami,[21]in collaboration withMarc Jacobs,masterminded the new Monogram Multicolore canvas range of handbags and accessories. This range included the monograms of the standard Monogram canvas but in 33 different colours on either a white or black background. (The classic canvas features gold monograms on a brown background.) Murakami also created the Cherry Blossom pattern, in which smiling cartoon faces in the middle of pink and yellow flowers were sporadically placed atop the Monogram canvas. This pattern appeared on a limited number of pieces. The production of thislimited-editionrun was discontinued in June 2003. Within 2003, the stores in Moscow, Russia, and in New Delhi, India were opened, the Utah and Suhali leather lines were released, and the 20th anniversary of the LV Cup was held.[21]

In 2004, Louis Vuitton celebrated its 150th anniversary. The brand also inaugurated stores in New York City (onFifth Avenue),São Paulo,Mexico City,CancunandJohannesburg.It also opened its first global store in Shanghai. By 2005, Louis Vuitton reopened itsChamps-Élyséesstore in Paris designed by the American Architect Eric Carlson and released the Speedy watch collection. In 2006, LV held the inauguration of the Espace Louis Vuitton on its 7th floor.[21]In 2008, Louis Vuitton released the Damier Graphite canvas. The canvas features the classic Damier pattern but in black and grey, giving it a masculine look and urban feel. Also in 2008,Pharrell Williamsco-designed a series of jewellery ( "Blason" ) and glasses for Louis Vuitton.[30]

In 2010, Louis Vuitton opened what is described as their most luxurious store in London.[31]

In early 2011, Louis Vuitton hiredKim Jonesas its "Men Ready-to-Wear Studio and Style Director". He became the lead designer of menswear while working under the company-wide artistic directorship of Marc Jacobs.[32]

On 17 September 2011, the company opened its Louis Vuitton IslandMaisonat Marina Bay Sands,Singapore.[33]

2012 to present

As of September 2013,the company hired Darren Spaziani to lead its accessory collection.[34]

On 4 November 2013, the company confirmed thatNicolas Ghesquièrehad been hired to replace Marc Jacobs as artistic director of women's collections. Ghesquière's first line for the company was shown in Paris in March 2014.[35]

On 7 April 2014, Edouard Schneider became the head of press and public relations at Louis Vuitton under Frédéric Winckler, who is Vuitton's communications and events director.[36]

On 26 March 2018,Virgil Ablohwas named artistic director of men's wear, replacing Kim Jones who had departed for Dior[37]—he was the label's first African-American artistic director and one of few black designers of a major European fashion house.[38]His debut show was held at the 2018 Paris Men's Fashion Week and staged in the historicalPalais-Royalgardens' courtyard.[39][40]

On 28 November 2021, Abloh died of cardiacangiosarcoma,which he had been battling privately for two years prior.[41]

LV was in the first place in the BrandZ's top 10 most valuable luxury brands in 2019, with a worth of $47.2 billion. On 15 January 2020, the company acquired theSewelôdiamond, which is the third-largest rough diamond ever found in history, fromLucara Diamondwho mined it from their mine in Botswana.[42][43][44][45]

In March 2022, LVMH announced closure of its 120+ stores in Russia, "given the current circumstances in the region,"[46]due to theRusso-Ukrainian War.An LVMH spokesperson stated the company would continue to pay salary and benefits to its 3,500 employees in Russia.[46]

On 14 February 2023,Pharrell Williamswas named creative director of men's wear.[47]

Brand and intellectual property

LV monogram

The Louis Vuitton brand and the LV monogram are among the world's most valuable brands.[48]

According to a Millward Brown 2010 study, Louis Vuitton was then the world's 19th most valuable brand, and was estimated to be worth over US$19 billion.[49]For six consecutive years, Louis Vuitton was number one of the 10 most powerful brands list published by the Millward Brown Optimor's 2011 BrandZ study with value of $24.3 billion. It was more than double the value of the second ranking brand.[50]

Louis Vuitton is one of the most counterfeited brands in the fashion world due to its image as a status symbol.[48]Ironically, the signature Monogram canvas was created to prevent counterfeiting.[51]In 2004, Louis Vuitton fakes accounted for 18% of counterfeit accessories seized in theEuropean Union.[52]

The company actively seeks to eradicatecounterfeiting,and employs a team of lawyers and special investigation agencies to pursue offenders through the courts worldwide. The company allocates approximately half of its communications budget to counteract counterfeiting of its goods.[6]LVMH,Vuitton's parent company, has described "Some 60 people at various levels of responsibility working full-time on anti-counterfeiting in collaboration with a wide network of outside investigators and a team of lawyers."[53]The company closely controls the distribution of its products.[6]Until the 1980s, Vuitton products were widely sold indepartment stores,such asNeiman MarcusandSaks Fifth Avenue.Today, Vuitton products are primarily available at company-owned Louis Vuitton boutiques,[6]with a small number of exceptions noted in upscaleshopping districtsor inside luxury department stores. Company boutiques within department stores operate independently, and are operated by company managers and employees. LV has an official online store, through its main website.[54]

In 2006, the company filed alawsuitagainstColorado-based Manifest Information Services Ltd. (aka Manifest Hostmaster and Manifest.com), throughWIPO,in order to compel Manifest transfer thedomain nameLV.com to Louis Vuitton; the legal action failed and the domain was subsequently acquired byLiverpool Victoria(LV=), England's largestfraternalinsurance company.[55]

Several high-profilerap musicartists have mentioned the company in song lyrics, most notably:Kanye West,Juicy J,andWiz Khalifa.[56][57]

Louis Vuitton has been operating in China for 30 years and nowadays the country is the main market for the French maison, boasting about 40 offline stores nationwide.[58]

"Simple Living"

"Simple Living" image (left) and Vuitton'sAudrabag, created by Takashi Murakami (right)

On 13 February 2007, Louis Vuitton sent acease-and-desist orderto Danish art studentNadia Plesnerfor using an image of a bag that allegedly infringed Louis Vuitton's intellectual property rights. Plesner had created a satirical illustration, "Simple Living", depicting a malnourished child holding a designer dog and a designer bag, and used it on T-shirts and posters to raise funds for the charity "Divest for Darfur".[59]On 25 March, the court ruled in favour of LV that the image was a clearinfringement of copyright.[60]Despite the ruling, Plesner continued to use the image, arguing artistic freedom, and posted copies of the cease-and-desist order on her website. On 15 April 2008, Louis Vuitton notified Plesner of the lawsuit being brought against her. Louis Vuitton demanded $7,500 (€5,000) for each day Plesner continues to sell the "Simple Living" products, $7,500 for each day the original cease-and-desist letter is published on her website and $7,500 a day for using the name "Louis Vuitton" on her website, plus legal and enforcement costs.[61]

An LVMH spokeswoman interviewed byNew York Magazinesaid that Louis Vuitton were forced to take legal action when Plesner did not respond to their original request to remove the contested image, nor to the subsequent cease-and-desist order.[60]In October 2008, Louis Vuitton declared that the company had dropped its lawsuit[62]but have since reopened it along with a new €205,000 claim due to a painting by the same artist.[63]In May 2011, the court inThe Haguefound in favour of Plesner's right tofreedom of expression.[64]

Britney Spears video

On 19 November 2007 Louis Vuitton, in further efforts to prevent counterfeiting, successfully suedBritney Spearsfor violating anti-counterfeiting laws. A part of the music video for the song "Do Somethin'"shows fingers tapping on the dashboard of a hot pinkHummerwith what looks like Louis Vuitton's "Cherry Blossom" design bearing the LV logo. Britney Spears herself was not found liable, but a civil court in Paris orderedSony BMGand MTV Online to stop showing the video. They were also fined €80,000 to each group. An anonymous spokesperson forLVMHstated that the video constituted an "attack" on Louis Vuitton's brands and its luxury image.[65]

In another legal warning dated back to September 2012, Louis Vuitton had filed complaints against two small retail shops inHong Kongfor allegedly violating itsintellectual property rightsin relation to the "S-Lock" design for Louis Vuitton's handbags. According to the Hong Kong-basedApple Dailynewspaper, the company was seeking compensation of HK$40,000 (around $US 5,000) and a public apology in the newspaper. The shopkeeper refused to pay, and Louis Vuitton demanded further damages up to HK$150,000 in February 2013. The shop claimed to have sourced two such handbags from Japan at around HK$120, which it retailed at HK$220. In the case of the other small shop selling two handbags, they argued with Louis Vuitton that the designs were different, and got LV's demand reduced to HK$5,000 (around US$640). The owner refused to pay and said they were ready to face LV in court. [66]

Checker-pattern chair in Hong Kong barber shop

In February 2013, Louis Vuitton issued a complaint against the owner of a barber shop inHong Kongfor allegedly violating itsintellectual property rightsin relation to a stool using fabric coating that is similar to the checker pattern in Louis Vuitton's handbags. According to the Hong Kong-basedApple Dailynewspaper, the company was seeking a compensation of HK$25,000 (around US$3,200) and the publication of an apology in the form of newspaper advertisement. The owner had sourced basic furniture and equipment from the PRC for starting his shop. Facing this accusation, the barbershop owner said he had no means to tackle Louis Vuitton and may have to close down his shop which has been operating for one year in a remote local district on Hong Kong Island. The controversy had caused tremendous concern on Hong Kong news forums and viral protest on Facebook pages.[67]

2021 patent ruling in Japan

A Louis Vuitton "Sarah Wallet"

On 14 April 2021, Louis Vuitton lost a patent office case in Japan against a Japanese manufacturer.[68]The manufacturer was using centuries old Japanese designs in its goods, the same ones that had originally inspired Louis Vuitton. The Sarah wallet design in particular resembles bag designs[69]that have been used for centuries to contain juzu (strings of beads used in funeral ceremonies - seeJapamala#Japanese Buddhism). There has been comment on Japanese social media concerning how the company management seems to have forgotten the origins of Louis Vuitton's designs. The Shoso-in archive has a biwa lute[70]with marquetry patterns to which some Louis Vuitton's designs bear a close resemblance.

Products

Louis Vuitton products with Monogram canvas
Louis Vuitton shopwindow (2019)Houston,United States

Since the 19th century, Louis Vuitton trunks have been made by hand.[6]Contemporary Fashiongives a preview of the creation of the LV trunks:

The craftsmen line up the leather and canvas, tapping in the tiny nails one by one and securing the five-letter solid pick-proof brass locks with an individual handmade key, designed to allow the traveller to have only one key for all of his or her luggage. The wooden frames of each trunk are made of 30-year-oldpoplarthat has been allowed to dry for at least four years. Each trunk has a serial number and can take up to 60 hours to make, and a suitcase as many as 15 hours.[6]

Iconic bags of Louis Vuitton include the Speedy bag produced in 1930 and Neverfull bags produced in 2007. Both bags have become Louis Vuitton's most successful handbag launches. They were designed for being both stylish and practical. These bags also come in three sizes: Petite Modele, Moyene Modele, and Grand Modele. Each season Louis Vuitton produces rare, limited edition bags that are generally only available by reservation through larger Louis Vuitton stores.[citation needed]

Many of the company's products utilize the brown Damier and Monogram canvas materials,[24]both of which were first used in the late 19th century. All of the company's products exhibit the eponymous LV initials. The company markets its product through its own stores located throughout the world, which allows it to control product quality and pricing. It also allows LV to prevent counterfeit products entering its distribution channels. In addition, the company distributes its products through the company's own website, LouisVuitton.com.[6]

In June 2021, Louis Vuitton sparked controversy by marketing a $700 scarf called 'Monogram Keffieh'.[71]The traditionalPalestinian black and white keffiyehhas been a symbol of Palestinian nationalism since 1968. Louis Vuitton, however, changed the colours from the original black and white to blue and white which Palestinians and pro-Palestine social media activists called the colours of the flag of Israel, sporting with House signature patterns which was described as 'disgraceful'. The users on Twitter started tweeting memes that carried the infamous quote, "If I don't steal it, someone else will" by a repatriated Israeli citizen who recently went viral for trying to illegally occupy a Palestinian's home. Another user accused Louis Vuitton for being politically neutral when it comes to Palestine and Israel, but they're "totally cool" with making money off the keffiyeh.[72] In 2017 Louis Vuitton caused headlines by producing a men's collection using similar prints asBasotho blanketandThabo Makhetha-Kwinanadesigns, a controversial move that sparked accusations ofcultural appropriationinSouth AfricaandLesotho.[73][74]

Advertising campaigns

The Louis Vuitton company cultivates a celebrity following and has featured famous models, musicians and actors, such asLea Seydoux,Jennifer Lopez,Keith Richards,Kim Kardashian,Madonna,Sean Connery,Matthias Schoenaerts,Angelina Jolie,Gisele Bündchen,Mikhail Gorbachev,JO1andDavid Bowiein its marketing campaigns.[75][76]

The company commonly uses print ads in magazines and billboards incosmopolitancities. Louis Vuitton Posters byRazziawere popular in the 1980s. It previously relied on selected press for its advertising campaigns (frequently involving prestigious stars likeSteffi Graf,Andre AgassiandCatherine Deneuve) shot byAnnie Leibovitz.However,Antoine Arnault,director of the communication department, has recently decided to enter the world of television and cinema: The commercial (90 seconds) is exploring the theme "Where will life take you?" and is translated into 13 different languages. This is the first Vuitton commercial ad ever and was directed by renowned French ad directorBruno Aveillan.[77]

In 2002, president and CEO of LVMH WatchesDaniel Lalonde(later, global CEO for LVMH brands Moët and Dom Pérignon) recruited celebrities, such as Maria Sharapova, Brad Pitt, Tiger Woods, and Uma Thurman, for advertising campaigns photographed byPatrick Demarchelier.Ads featuring Woods reportedly led to a 30% boost in sales, resulting inTAG Heuerbeing rated as the No. 2 luxury watch brand in America by 2005.[78]

In 2021, French actress and Louis Vuitton house ambassadorLea Seydouxwore a custom designed dress byNicolas Ghesquièreto theJames BondNo Time to Diepremiere inLondon.The dress itself took over 520 hours to make and the design was consisted of a white silk gown which featured a sparkling chiffon cape. The dress also included 29,000 sequins, 50,000 cuvettes and over 8800 glass beads which were carefully set on the dress.[79][80]In the same year, the luxury brand released an NFT mobile game titledLouis the Gameto celebrate its founder's 200th birthday and in an effort to reach out to its younger, Gen-Z audience.[81] In 2022,Deepika Padukoneis roped in as House Ambassador.[82][83]

Special collaborations

Louis Vuitton has had many collaborations with prominent artists and designers.

  • Takashi Murakamicreated special edition collections, such as the Monogramouflage Collection, which debuted in 2008, and a previous collection, released in 2002, which featured some of his artwork. The creations were "painted" over the traditional monogramcanvas,which brought a radical new twist to the timeless design.
  • Marc Jacobsalso commemorated a previous collaboration, designed by Stephen Sprouse. This collection, originally released in 2001, featured bold print that looked likegraffiti,over the traditional canvas. The recreation of the collab used the same idea, but gave it a new twist using bold colours, like hot pink, neon green, and orange, that also glow in the dark. This recreated version of the graffiti collection was finally released in 2009 to much fanfare.
  • Louis Vuitton also collaborated withKanye Westin 2009, designing his own limited run of shoes.
  • In July 2012, Jacobs teamed up withYayoi Kusamato create the "Infinitely Kusama" Collection, which features bold colours of dots over the vernis leather or the Monogram canvas. These pieces come in black with white dots, red with white dots, and yellow with black dots.
  • Louis Vuitton collaborated in their Spring–Summer 2016 collection advertising campaign with the highly popular Japanese video game franchiseFinal Fantasyand the gameFinal Fantasy XIII's main heroine,Lightning.
  • In 2017 Louis Vuitton collaborated with American streetwear brandSupreme,releasing products in various pop-up stores in major cities around the world. Items feature the Louis Vuitton Monogram canvas mixed with the Supreme box-logo design.[84]
Van Gogh handbag produced in collaboration withJeff Koons
  • Also in 2017, Louis Vuitton collaborated with artistJeff Koonsfor two collections in an effort to "further [explore] the intersection of fashion and art."[85]
  • Nicolas Ghesquierecollaborated with Vogue creative directorGrace Coddingtonon a cat-themed "Catogram" collection in 2018.[86]
  • In June 2019, the brand collaborated with six contemporary artists Sam Falls,Urs Fischer,Nicholas Hlobo,Alex Israel,Tschabalala SelfandJonas Woodon "Artycapucines." Each artist designed their version of the Capucine bag which were sold in numbered, limited quantities.[87]
  • In July 2019, Louis Vuitton opened a temporary exhibition titled "Louis Vuitton X" in Los Angeles, showcasing items from its various collaborations over the years.[88]
  • In October 2019, Louis Vuitton partnered withRiot Gamesto create digital assets for new skin line named "True Damage", where you can clearly see the LV logo on Qiyana inLeague of Legends,along with a specialty trophy case for the2019 League of Legends World Championship.[89]
  • In June 2020, the brand collaborated with Japanese designerNigo[90]xVirgil Ablohcapsule collection.
  • In October 2020, Nicolas Ghesquière reportedly revamped theLa Samaritainedepartment store for the Women's Spring-Summer 2021 fashion show by providing a virtual runway with 360-degree views and social-distanced seating for guests.[91]
  • In March 2024, Tyler Okonma (a.k.a.Tyler, The Creator) collaborated with Louis Vuitton to create their 2024 Spring collection.

Criticism

Alleged mistreatment of models

In May 2017, media reported on alleged mistreatment of Louis Vuitton exclusive modelUlrikke Høyerwho was to appear on a Louis Vuitton cruise show inKyoto.The 20-year-old model, who, on arrival, measured 91.5 cm (36 in) around her hips, was told she was "too bloated" and "too big" for her ensemble and instructed to drink only water for 24 hours. The model alleged that she was only informed via her agent in France, who received an email including the text "[she] came yesterday in Tokyo to do her final fitting, and she doesn't fit the exact same dress anymore. She has a belly, her face is more puffy [sic] and the back of her dress is open and you can see it is tight." Despite following the instructions, she was eventually excluded from the show. The model stated that she has "received hundreds of messages from models" who have experienced similar mistreatment from the same Louis Vuitton casting director. The casting director denied the allegations and explained the instructions regarding intake of water as a misunderstanding, that the model was instructed that her intake of liquids was to be limited to water.[92][13]

Damaging and opaque privatization of UNESCO historic heritage

Few years later, in May 2024, a strongpolemicwas reported by the media due to thefashion showorganized by Louis Vuitton inBarcelona,Catalonia,as a result of its main sponsorship in the2024 America's Cuphosted in this city. The company managed to organize the event inside theAntoni Gaudi's authored gardensPark Güell,declared as aUNESCOWorld Heritage Site,despite the public regulations that strictly limited its activities to "scientific and educative purposes".[93]The week before the show, the technical contractors were found to have destroyed the wall of a protected stairway and a stone ball.[93][17][94]The negligence, however, was only admitted after the damage had been denounced and published in the press by the neighborhood association. The residents' platform criticized that neither the company, nor the contractors or theCity Council of Barcelonahad informed them about such big occasion neither its impact.[94]

The tension between the public opinion, the City Council and the organizer quickly escalated the immediate days before the show, especially after the neighbors knew that both the park and the nearby streets would remain closed during the event[93][94][95]and due to the lack of transparency in the whole process.[95]In addition, the neighboring schools were forced to close earlier, denied their after-school activities and the access of families were limited with mandatory ID checkups.[95]The situation significantly worsened the already fragile, social environment in the area, which had already been suffering fromtouristificationandgentrificationin the past years.[17][95]The public company that operates the privatized access of the park, BSM, refused to disclose whether Louis Vuitton had paid or not for the event.[14]It alleged a non-disclosure agreement, while representatives of the mayor,Jaume Collboni(Socialists' Party of Catalonia), defended the show as a "positive promotion for the city to the world".[14]

Both the evenings before, and during the day of the fashion show, hundreds of inhabitants protested in the flagship Louis Vuitton shop of Barcelona (Passeig de Gràcia) and in the outskirts of Park Güell.[16][96]They blocked the access of the shop with motos such as "Your luxury, our misery",[96]celebratedcassolades,[97]and demonstrated few times in front of the gardens' main doors against the company and the City Council.[98][18]A day before, it was also disclosed by investigative journalistsOctuvrethat Louis Vuitton had secretly pressured and achieved the free usage of the part as a sponsorship deal for the America's Cup:[15]it was later published by the press that a tailor-made secret decree was concocted so that the parade could fit in as an act of public interest.[16][99]At the arrival of the show attendants to the venue on May 23, hundreds of protesters, mostly activists, neighbors, and families, gathered in the surroundings of the park and attempted to peacefully trespass thepolice cordon.[19][20][100]The tension increased and the demonstration ended with police charges, while the event (Cruise 2025 Collection;inCatalanCol·lecció Creuer 2025)[19][20][100]was finally celebrated in theSala Hipòstilaof Gaudi's park premises.[101][102][103]During the gala reception of the show,VIPguests by Louis Vuitton were, however, photographed by the mediamockingand evenmooningthe outside protesters from aviewpointof the park.[104][105][106][107]

See Also

References

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