Being a pioneer in artistic collaborations since the beginning of the second millennium, Louis Vuitton Goes Art Again this year. On April 28th, a limited line of handbags and accessories such as scarves and key chains hit a selection of stores worldwide, featuring the latest mutual project between the brand and a well-acknowledged pop artist Jeff Koons.
The collection is composed by the most iconic Louis Vuitton models such as the Speedy, the Neverfull and the Keepall with paintings of Da Vinci, Titian, Rubens, Fragonard and Van Gogh on top. In addition, each bag has the name of the painter of a masterpiece imprinted in bold metallic letters in front and comes together with an iconic Koons’s rabbit, instead of typical LV tag.
For customers that desire to have a new work of high art proposed by French fashion giant in their hands, the price range varies between €395 for a rabbit keychain and €3.000 for a large carryall. Also, it is important to mention that none of the pieces are going to be available for online sales, so everyone who wants to be a part of a new art-meets-high-fashion intelligence is obliged to go physically to the store and get to experience a cultural immersion.
As Louis Vuitton and Jeff Koons are looking back at the great masters of the past, we should ask ourselves:
Is there a bigger purpose behind this marketing action than just selling?
Nowadays, an overall amount of daily visits in museums is going down rapidly worldwide. As young generation is losing interest in discovering historical treasures captured in museums’ walls, there could be no easier way to bring art to the streets and raise interest among modern minds than through fashion. The collection itself was presented to the most influential people of the industry in complete secrecy in Louvre just before F/W womenswear show of the brand in March. Undoubtedly, there is no better place for French house to launch a new artistic project than the world’s largest museum in surroundings of original paintings themselves.