ArtyCapucines: Louis Vuitton signs a new art collaboration

A new art project for the luxury brand Louis Vuitton.

The Capucines bag, first launched in 2013 in tribute to Rue des Capucines, the Parisian street where Louis Vuitton opened its first boutique in 1854, is the protagonist of this collaboration.

The LVMH group has always been a keen supporter of art, not only with the Fondation Louis Vuitton or with the LVMH Prize for young designers and artists but also through the communication, branding and innovation strategies of its most famous brands such as Louis Vuitton, Moët & Chandon, Hennessy, Hublot, etc.

Louis Vuitton is one of the first brands that believed in the great power of artistic collaborations by elevating its products to true art pieces and giving new meaning to the concept of exclusivity.

The ArtyCapucines collection is just the latest evidence of this strategy.
The House has partnered with six of the world’s most renowned artists to reimagine its iconic bag with their signature styles.
The Capucines bag, with its elegant silhouette and clean design, has turned into a perfect ‘blank canvas’ for these artists, each of whom put a completely unique spin on the style to create a glamorous and exclusive limited edition.

From Jonas Wood’s jungle printing and 3D embroidery to the ethnic-style braiding signed by Hlobo, from Alex Israel’s eye-catching wave design with bold coloring to the surrealist flowers by Sam Falls, to Urs Fischer’s slightly whimsical version with fruit and vegetable charms to the original patchwork by Self, the result is a must-haves collection in limited edition. Only 300 numbered pieces for each style, available from June 25th at Louis Vuitton boutique.

About Ambra Farioli

Researcher and innovator, founder of Brand Licensing Studio, a creative consultancy agency specialized in licensing, branding, art, heritage brands, and content marketing...