LOUIS VUITTON AND JEFF KOONS
Louis Vuitton is one of those luxury fashion houses which windows are just expected to be perfect and with a great attention to details. LV did not let us down this time either, launching its new Christmas windows in collaboration with American artist, Jeff Koons.
Jeff Koons in known for its ''baloon like'' sculptures, showcasing popculture items and giving them intresting finishes ( mirror/ chrome)
New Windows of Louis vuitton feature his famous ''Rabbit'' character in new white matt finish.
Chrome Christmas baubles and LV Logotypes float like ballons. Enormous and impressive sculptures of Santa Claus and Deer are very Louis Vuitton style but reminding of Koons artworks at the same time.
The products showcased in the windows belong to the collection designed in collaboration with the artist.
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Louis Vuitton Christmas Window displays in Flagship store London
Windows are bright and clean, there is a good balance between the commerciality and Creativity. The products are very well visible and the VM simply brilliant, Louis Vuitton raised the standards once again!
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Museum On a Bag
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Collaborations of fashion designers and artists are fairly common nowdays. Former creative director of Louis Vuitton, Marc Jacobs, is responsible for some of the best collaborations between the two worlds, with modern artists like Stephen Sprouse, Takashi Murakami and Yayoi Kusama, the brand image changed to a vibrant contemporary fashion brand.
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The benefits of this kind of collaborations are quite obvious for the fashion house: mixing high fashion with art to create a limited edition products line, would give exclusivity to the consumer. The products are not always ‘pretty’ but they are carrying a statement: this is not just fashion, it’s a piece of art and what’s more luxuries than that?
The artists also gain from the collaboration; they get to present their work to a wider audience and while the artist has some financial gain, it’s hard to accuse the artist of being too commercial as they collaborate with Louis Vuitton, one of the largest luxury fashion brand worldwide, not exactly Primark (although some artists might disagree with that).
Jeff Koons collaborated with H&M and Stella McCartney before but this is the first time he created the original design for a brand. Koons is well known neo-pop artist who is most recognized for his work “Balloon Dog”, chose to present in the collaboration ‘Masters’ which based on "Gazing Ball" series.
Each bag is covered with famous paintings of well-known artists such as Da Vinci, Van Gogh, Turner and Monet, with LV logo and Koons initials. The collaboration was first launched on April, and a second part was launched on October 2017.
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The collaboration contains 51 items, and while not everyone can afford a £2,800 Rubens bag, majority of the people would be able to own a £370 Koons famous bunny key charm, or a Van Gogh silk square for £460, so arts for all.
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In terms of the collaboration's success, for both parties the risk is quite minimal , Koons is a well established artist and Louis Vuitton is a strong luxury house so either way it can not fail.
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It would be interesting to see more luxury houses collaborating with artists, as both industries have so much in common and a lot to gain.
27.11.2017
