What is about a Louis that makes people feel that they are a part of an elite group of people? Maybe it’s the sky-high prices. Because it’s expensive, only the rich can buy it. Maybe it’s because of celebrities. One is always seen on the arms of Hollywood A-lists. Maybe it’s because it’s a classic. Owning a Monogram canvass bag makes one feel that you have a bag for the ages. Maybe it’s the craftsmanship. Beautiful designed leather goods that are works of art in themselves. But most likely, it’s because of the tradition behind it.

The label

Originally a family business started in 1854 by Louis Vuitton, a trunk-maker. He designed trunks that are tailored to fit customers’ needs. Customers usually are royals and aristocrats. His innovations on the trunk made him famous among his clients. He got rid of the bulky, ornately designed and locks and replaced them with flat ones to better fit in carriages. He also used light weight but durable materials for light weight travel. His sons would succeed him in the business.

The legendary monogram canvass came into the spotlight when George’s son drew flowers on the canvass. Inspired, he made a patter out of it added the LV initials and became the first to use a designer label on a product. Other designs followed. The checkered pattern known as the Damier which comes in Azur and Ebene was first used in 1888. Soon the business was no longer limited to trunks. Inspiration comes out of practical need. For example, the Noe was originally designed to carry 5 champagne bottles (four upright, 1 upside-down in the middle), now it a part of the permanent collection and a favorite among the City Bags for ladies. Years later, the Vuitton family, in dire need of financing, turned to Bernard Arnault for help.

Arnault, a business man, head of the LVMH (Louis Vuitton Moet-Hennessy Group). A brilliant business man known for his less-than-subtle approach to taking over businesses, he deployed brilliant marketing strategies that expanded the business to global proportions. He did this with other family-owned fashion houses as well, for instance, Christian Dior.

In 1997, he put Marc Jacobs – then a brilliant young designer – at the creative helm. Some posh Parisians raised their eyebrows because French taste, some believe, is more sophisticated. Some believe that a French designer should be given the creative director position. Marc Jacobs was (or is) New York to the core. However, he proved that he is capable of handling the creative reigns of a legendary company like Louis Vuitton. He brought his chic, modern, edgy style into the fold and transformed a stuffy, old leather goods company into a trend-setting fashion house.

Check out revolutionary designs by Takashi Murakami and his take on the monogram canvass design – the Monogram Multicolored, Mark Jacob’s introduction of the Monogram Vernis leather, and Richard Prince’s edgy, chic-street designs – Weekender -for the Spring-Summer 2008 Collection. Not to be left behind are Louis Vuitton’s modern classics like the Speedy, Alma, Hampstead, Berkeley.

Now, with boutiques and flagship stores [stores that offer the complete line of products] all around the world, Louis Vuitton has become a staple in today’s fashion-conscious society.

Image Source: Wikipedia