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Finding new magic in lv

By Miles Socha | China Daily | Updated: 2014-07-06 06:55

Finding new magic in lv

Luxury travelers 

Finding new magic in lv

Celebrities show up at Dior runway show 

"With any brand, you have to create surprise. You have to create excitement," she continues.

The executive noted that the diverse proposals forced the company's production, development and industrial teams to "really push boundaries".

For example, Gehry's handbag design, which Arnault likened to a "small sculpture", was bespoke to the max, with the architect incorporating a small mirror, hand-drawn LV initials and angular hardware.

"None of the lines are straight," Arnault says.

"I was very intrigued to see how each one worked," she continues, marveling at the degree of detail each participant brought to the task, from the colors of materials to the personal touches.

Lagerfeld, for example, added a secret compartment to the bottom of his bags, while Newson autographed some of the hardware on his.

While an indelible part of Vuitton's history, the monogram is somewhat enigmatic, with neo-Gothic style, Japan and tiles in Georges Vuitton's Parisian home among possible inspirations for the mix of stylized flowers and geometric letters.

In recent years, permanent monogram products like the Keepall and Neverfull were showcased in an ad campaign featuring famous personalities, including Mikhail Gorbachev, Sean Connery, Angelina Jolie, Catherine Deneuve and Keith Richards.

And while Vuitton has recently shone the spotlight on hyper-luxurious bag styles like the Capucines and Lockit, with actress Michelle Williams fronting campaigns for them, Arnault stressed that the monogram has "always been at the center of our strategy. It's part of our history and so it's always been of the utmost importance for us."


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