From Rihanna to Kim Kardashian — stars can’t seem to get enough of Louis Vuitton. Walking down Hollywood Boulevard, you can easily spot the likes of Sarah Jessica Parker, Angelina Jolie and Michael Phelps out and about in their LV sandals, perfumes, clothes and bags. Indian cricket captain, Virat Kohli, is the latest in the list of celebs who love flaunting their LV bags and totes. He was spotted leaving the airport recently clutching a black Louis Vuitton Zippy XL wallet ($125).
The Right Branding
What makes this brand so great? The signature brown and tan colours with emblazoned clover leaves and the LV monogram are instantly recognisable as universal symbols of luxury. Even the recent report by social media analytics leader—Netbase reaffirms that LV is the second highest brand that online consumers actively engage with. Standing out in the world of luxury is no mean feat. Since more than 160 years, LV has been treading a fine line to keep a balance between its trademark travel accessories while at the same time innovating and expanding to the world of fashion and luxury goods.
With more than 460 stores in over 50 countries, you can find the famous LV logo on everything from trunks to shoes, watches, jewellery, sunglasses, perfumes, clothes and even books.
The Object of Everyone’s Desire
Even with such diversity—quality is their main selling point. Every fashionista will tell you that it’s not just the patent LV design that draws them to the brand. It is the handmade quality of its goods that turn them into loyal customers (an original Louis Vuitton hand bag can last you a lifetime if well taken care of). The exclusivity of their collection is another reason why fans always make a beeline for it. Last year’s Louis Vuitton Cruise collection featuring limited-edition totes and accessories sold out as soon as it went online.
Going Mainstream with Kim Jones
While the appeal of owning an LV product had never died down, it was fading in the last decade. That was before English designer Kim Jones joined the Parisian house in 2011 to reinvent it as a street-wear brand. Even with a strong legacy of leather bags and accessories backing its sales, under Jones, Louis Vuitton has never been shy to experiment.
He has been the driving force behind LV’s youthful and easy styles. The brand has been placing more emphasis on luxury menswear focusing on comfort. So if you see Kanye West (a self-proclaimed LV champion) stepping out in T-shirts, hoodies and tracksuits, you know what’s trending!
Taking ‘Ugly’ Fashion by Storm
And it’s not just street wear clothes—but also street wear shoes that are reshaping LV’s brand position. After the Belanciaga Crocs sprang to instant fame, Louis Vuitton too has taken to the ‘ugly’ fashion scene. Jones has gone all out to make the brand ‘cool’ among the younger generation. And two of its latest shoe designs prove how well the audience is responding.
First, it unveiled the cool Archlight sneakers at the recently concluded Paris Fashion Week. They are already popular though thanks to actor Jaden Smith who has been wearing them everywhere this year. So much so they even have their own hashtag on Instagram (#archlightsneakers) with fans drooling over the radical design. The stompers are available at a steep price of $1,090 and can be adapted to versatile styles. At the runway, they were paired with tee-dresses, metallic pants and all-white suits.
If you are thinking of adding diversity to your trousseau, the recently-launched open-toe sandals are a must-have. Fashionable dudes like Lil Uzi Vert and John Mayer have been spotted in the $950 pair. The strapped-up ‘Honolulu sandals’ come in two colours—a bright aqua blue with army green straps and another with a dark navy strap on the brand’s standard brown and tan shades. It is speculated though that these will be the last of Jone’s collection as he is reportedly leaving LV to join Burberry later this year.
New LV Perfume Alert
Apart from clothing and fashion accessories, LV has been working tirelessly to stay on top of other trends too. It will be launching its eighth perfume offering on March 15th.
The fragrance comes after a gap of two years, when LV had launched seven perfumes simultaneously in the market. The latest aroma, created by master perfumer, Jacques Cavallier-Belletrud is intensely feminine with hints of floral notes. It has been named ‘Le Jour se Lève’ or Daybreak in a promise to capture the feeling of first rays of the morning light. A 100 ml bottle will cost you $370. There is also a newly-launched perfume case that you can buy along with it to transport your fragrance safely. For a brand that has been around for more than a century and a half, history is something that it creates every day!