Louis Vuitton x Jeff Koons: The Power of Icons

May 30, 2017 3:00 PM

An L and a V. The combination of these two letters has become one of the most widely recognized trademarks in the world, let alone the fashion world. For Louis Vuitton, its sacred symbols rest heavily at the core of its cultural heritage. Though the brand has had its flings with more avant-garde themes, à la graffiti-style font and rainbow monograms, the French fashion house has always remained faithful to its classic design. That is, until now.

After announcing its latest collaboration with artist Jeff Koons, Louis Vuitton also revealed that for the first time in the label’s history the iconic monogram would be altered to bear the artist’s own initials. In curating this new line and giving Koons such a central role, the house explains that the artist is becoming a part of the brand’s rich history.  And, in turn, through Koons’ infamous contemporary take on classic works of art, the collection has the unique ability to connect the traditional elements within the brand to its more diffused, modern styles. It’s a win-win for art-history savants and fashion worshippers alike.

The collaboration, entitled Masters, features a new collection of bags and accessories each christened with Koons’ own re-creations of masterpieces by da Vinci, Titian, Rubens, Fragonard and Van Gogh. Many of Louis Vuitton’s own pièces de resistance, such as the Speedy and the Neverfull, are also featured in the commissioned work, and add yet another layer of artistic luxuriance to the initiative.

For a fashion brand that has managed to keep its elegance and integrity for over a century, what will this new era of genetic modification mean? Will more luxury fashion labels follow in the house’s footsteps, leaving their symbols and trademarks open to artistic interpretation? Or has Louis Vuitton simply mastered the balance of old and new? Review the new Masters line and decide for yourself.

 

 

WRITTEN BY AUDREY ROSE ARNOLD

EDITED BY HOLLIS DE LANEY

 

PHOTO CREDIT: LOUIS VUITTON

 

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