How Louis Vuitton’s Monogram Became Fashion's Most Loved Pattern | Behind the HYPE: LV Monogram

the louis vuitton monogram has become one of culture's most recognizable prints spotted on the biggest skaters rappers athletes gamers and adorning the basics like umbrellas boxing gloves and bicycles cardi b even printed the lv monogram on her hair the list is diverse and virtually endless the monogram has been used to mark some of the most coveted victories take the lakers 2020 nba championship trophy case and the trunk crafted for the league of legends 2019 summoner's cup virgil ablo and nico set the internet of blaze with a 2020 lv collaboration that remixed the pattern into denim suits and bags following a long line of high profile remixers like helmut lang vivian westwood takashi murakami frank geary carl lagerfield and ray kawakubo in the course of over a century the lv monogram has transformed from a symbol of luxury travel to a culture-dominating phenomenon this is how it took over the world behind the hype lv monogram in 2018 when virgo hablo succeeded kim jones as artistic director of louis vuitton men's he inherited the world's most valuable luxury brand recent data from forbes estimates a current brand value of 47.2 billion us dollars the takashi murakami and louis vuitton collaboration which lasted between 2003 and 2015 was one of the brand's most lucrative and successful collaborations of all time and plays a trail for future art world collaborators like jeff koons damien hirst yayo kusama richard prince and kansai yamamoto the lv monogram has also been a long-held staple in the hip-hop world owing much to the customized tracksuit dapper dan crafted in the early 80s which featured the pattern one of which was recently listed for auction by sotheby's kanye west continued to propel the craze into the 21st century nicknaming himself louis vuitton don and sporting customized louis vuitton luggage and recently the monogram is crossed over to the home goods and lifestyle game with offerings that run the gamut a ten thousand us dollar kite a made to order bicycle collaboration with maeson tamboy horizon wireless headphones billiards and foosball tables selling up to 135 000 us dollars as well as playing cards dice jump ropes and dumbbells louis vuitton introduced the monogram on a series of traveling trunks in 1896 42 years after the brand's foundation george vittan son of louis vuitton created the monogram bringing in influences from late victorian era japanese designs and incorporating the quattro foils flowers and lv emblem in tribute to his father the brand and the popularity of its monogrammed patterns started to rise under george vitan's direction and eventually caught the eye of fellow designer gabrielle or coco chanel in 1925 louis vuitton created her one-of-a-kind monogrammed handbag it took several years for a line of similar handbags to reach the public in 1959 the company revised the monogram canvas to make it more workable and better adapt to small accessories like purses and wallets by the time lv joined forces with moet chandan and hennessy to form lvmh in 1987 the brand had solidified its base at the global forefront of luxury the 1997 appointment of marc jacobs as lv's first creative director proved pivotal during his time jacobs introduced the brand's first ready to wear line and its first monogram collaboration with artist steve spruce in 2001 the 2003 startup takashi murakami's 13-year collaboration with the brand also occurred under his tenure it opened the door to a younger audience while simultaneously renewing excitement for existing customers the monogram remained dominant over the next decade but received another bolster in 2011 when kim jones became lb's artistic director of menswear and imbued the design with a streetwear sensibility 2017 brought a supreme and louis vuitton collaboration and the monogram's momentum erupted to new heights spanning skate culture in high fashion and bringing almost a century of monogrammed mania to a new generation that same year hiroshi fujiwara's fragment design joined with louis vuitton for another hype collection of streetwear meteraged pieces which included sneakers bags and various garments the monogram's new relevance across streetwear proved not only popular but highly profitable lvmh reported an 18 profit increase year over year the monogram hype may have never happened without its various collaborations revivals and reinterpretations for generations louis vuitton has built its name on its quality but it's the omnipresent monogram that continues to remain the x factor beautiful bro beautiful [Music] behind the height ld monogram [Music] you

Channel: HYPEBEAST

Views: 177,142

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Keywords: hypebeast, behind the hype, louis vuitton, monogram, damier, virgil abloh, supreme, nike, kim jones, kanye west, pop smoke, drake, lebron james, gq, ny times, fashion, vox, documentary

Id: lacM38YuR_g

Length: 4min 49sec (289 seconds)

Published: Sat Jan 30 2021