In celebration of the twentieth anniversary of its collaboration with Japanese artist Takashi Murakami, luxury brand Louis Vuitton launches a re-edition. The campaign features House Ambassador Zendaya.
Louis Vuitton founded his eponymous luxury fashion brand in 1854 on Rue Neuve des Capucines in Paris. From his origins as a master trunk maker, Louis Vuitton and his successors introduced the flat-top trunk- lightweight canvas- signature patterns and the tumbler lock. Today Louis Vuitton’s legacy is expressed through its spirit of innovation.
Japanese artist Takashi Murakami was initially recruited by then-creative director Marc Jacobs to produce a series of bags and accessories for Vuitton’s Spring 2003 collection. Louis Vuitton X Murakami became one of the sought after fashion and art collaborations, with Naomi Campbell, Kendall Jenner, and Zendaya often seen carrying the vintage pieces, and it reportedly generated more than $300 million in sales in its first year. Since then, several models have remained in the permanent collection.
In this collection, the luxury fashion brand’s signature creations are re-imagined with a playful design. Most notable are the bags like the Speedy Bandoulière 25, the Keepall Bandoulière, the Vanity Chain Pouch, and OnTheGo. Attractions include trainer sneakers, the Romy Flat Ballerina, and the 6AM flat mule. Murakami-print belts, wallets, shoes, a skateboard and bag charms are part of the collection while perfume bottles and cases will be adorned with artistic flowers.
Louis Vuitton Unveils Re-edition Of Its Iconic LV X Murakami Collection
Featuring house ambassador Zendaya, the playful campaign underscores Louis Vuitton’s emphasis on connecting with the youth. Per WWD, ‘She appeared in a series of stills and videos online and across the brand’s social media channels ahead of the collection’s Jan. 1 release. The hero video highlights scenes of iconic New York landmarks with music by electronic pop artist Sophie.’
Speaking to WWD, Pietro Beccari, chairman and chief executive officer of Louis Vuitton, said in an exclusive interview conducted via email, that the nostalgia vibe would appeal to the brand’s young consumers. “Young people are reviving that era, and we want to connect with them through this re-release.”
It seems that waiting two decades for a re-edition of the landmark collection may prove to be a strategic decision for Louis Vuitton. With the passage of time, this collection will appeal to those nostalgic for the original release and also to a new generation of luxury fashion consumers.
LVMH Moët Hennessy Louis Vuitton in 2024
Per the parent company LVMH Moët Hennessy Louis Vuitton recorded revenue of €60.8 billion in the first nine months of 2024. This robust performance was achieved despite a volatile geopolitical landscape and uncertain economic conditions.
Louis Vuitton enjoyed high visibility over the summer with the Paris 2024 Olympic and Paralympic Games. The luxury brand was driven by innovation in the world of travel and many new leather goods products were unveiled. Bespoke trunks, handcrafted in its historic Asnières workshops, held the world’s most prestigious sports trophies, such as those of the Louis Vuitton Cup and the 37th America’s Cup in Barcelona,
LVMH also provided medal trays for the Paris 2024 Olympic and Paralympic Games. Employing the strength of Louis Vuitton’s trunk-making heritage and craftsmanship, the trays were crafted by Louis Vuitton artisans at the Beaulieu-sur-Layon workshop in Maine-et-Loire, specialising in leather goods. The lightweight trays were covered by the maison’s Damier canvas, lined with matt black leather and will display medals crafted by LVMH-owned jewellery brand Chaumet.
LVMH provided medal trays for the Paris 2024 Olympic and Paralympic Games.
LVMH also inked a ten-year global partnership with Formula 1 to mark its 75th anniversary in 2025. Amongst the LVMH-owned brands involved in this alliance include Louis Vuitton, Moët Hennessy, and TAG Heuer. At the crossroads of the LVMH Group’s values of creativity and excellence with Formula 1’s high-performance, this historic partnership will provide thrilling sport and time-honoured craftsmanship.
’The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula 1. In motorsport as in fashion, watchmaking or wines and spirits, every detail counts on the path to success,’ said Bernard Arnault, Chairman and CEO, LVMH Group. ’Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision, and this is the meaning that we want to bring to this great and unique partnership between Formula 1 and our Group.’
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
