Brand Introduction - LOUIS VUITTON

Louis Vuitton, globally renowned for its luxury luggage and leather goods, was founded by Louis Vuitton in 1854 in Paris, France. In 1987, it merged with Moët Hennessy, forming LVMH, the world's largest luxury goods conglomerate. Beyond travel trunks and handbags, Louis Vuitton has expanded into fashion, jewelry, eyewear, shoes, watches, and perfumes.


Brand History

Louis Vuitton (1821-1892) was born in Anchay, a village in southern France. At 16, he traveled to Paris and apprenticed with luggage maker Monsieur Maréchal, eventually gaining a reputation for his craftsmanship. He was later appointed the personal box-maker for Empress Eugénie de Montijo of France.


In 1854, Louis Vuitton opened his first store at 4 Neuve des Capucines in Paris. Four years later, he introduced the first flat-topped trunk made from lightweight, durable, and waterproof Trianon grey canvas, with a poplar wood frame, which could hold more items and was easier to transport by train or ship. This innovation was highly favored by travelers.


Due to increasing demand, Louis Vuitton established a new workshop in Asnières-sur-Seine, Paris, in 1859. Adjacent to the workshop, he built a family home, now a museum preserving the brand's significant works and documents.


As Louis Vuitton's trunks gained popularity, they were widely imitated by other leather goods makers. In 1872, after introducing Trianon striped canvas trunks, he created the more complex Rayée striped canvas to combat counterfeiting. However, it wasn't until 1888 that the Damier checkered canvas with the "Louis Vuitton registered trademark" was introduced to effectively reduce forgeries.


Understanding the importance of security, Louis Vuitton invented the single lock system with two spring buckles, known as the Tumbler lock, in 1886, a system still widely used today.


After Louis Vuitton's death in 1892, his son Georges took over the company, leading it towards becoming a global enterprise. In 1893, Louis Vuitton participated in the Chicago World’s Fair and later entered the American market.


The iconic "Monogram Canvas" featuring a mix of symbols and the Louis Vuitton trademark debuted in 1896. Inspired by Victorian-era Japanese designs, it remains one of the brand's most recognizable patterns.


In 1914, Louis Vuitton opened its flagship store on the Champs-Élysées in Paris, the largest travel-goods store in the world at the time, followed by branches in New York, Bombay, Washington, London, Alexandria, and Buenos Aires, solidifying its global presence.


Starting in the late 19th century, Louis Vuitton began designing canvas travel bags and handbags, launching the Steamer series (1901), Keepall series (1930), Speedy series (1930), Noé series (1932), and Alma series (1934). The Steamer series was compact enough to fit inside larger trunks, the Keepall series catered to light travelers, the Speedy series was Louis Vuitton's first handbag, the Noé series was the world’s first bucket bag, and the Alma series, originally a custom piece for Coco Chanel, was later released to the public with her permission.


Post-World War II, amid economic challenges, Louis Vuitton expanded into smaller leather goods like wallets and purses. The Monogram canvas was redesigned in 1959 to accommodate products beyond trunks. Between the 1960s and 1980s, Louis Vuitton expanded into Asian markets, opening stores in Tokyo, Osaka, Taipei, and Seoul. In 1985, the brand introduced its first leather line, the "Epi leather" series.


In 1987, Louis Vuitton merged with Moët Hennessy to form LVMH, becoming the world's largest luxury conglomerate. LVMH now oversees 70 brands across sectors such as wines and spirits, fashion and leather goods, perfumes and cosmetics, and jewelry and watches.


Marc Jacobs served as Louis Vuitton's first Artistic Director from 1997 to 2013, collaborating with artists like Stephen Sprouse, Takashi Murakami, and Yayoi Kusama. Since 2013, Nicolas Ghesquière has been the Artistic Director of women's collections, introducing the Capucines and Petit Malle series, and collaborating with Jeff Koons on the Masters series.

Kim Jones became the Artistic Director of men's collections in 2011, famously collaborating with Supreme in 2017. In 2018, Virgil Abloh succeeded him, followed by Pharrell Williams in 2023.


Major Milestones

  • 1821: Louis Vuitton is born in Anchay, France.
  • 1837: Louis moves to Paris, becoming an apprentice to a luggage maker, and later the personal box-maker for the French Empress.
  • 1854: The first Louis Vuitton store opens in Paris.
  • 1858: Introduction of the Trianon grey canvas trunk.
  • 1859: A new workshop opens in Asnières-sur-Seine, Paris.
  • 1886: The Tumbler lock system is invented.
  • 1888: Introduction of the Damier checkered canvas trunk.
  • 1892: Louis Vuitton passes away, and his son Georges inherits the company.
  • 1896: Launch of the Monogram canvas.
  • 1901: Introduction of the Steamer series.
  • 1914: Opening of the Louis Vuitton building on the Champs-Élysées.
  • 1930: Introduction of the Keepall and Speedy series.
  • 1932: Introduction of the Noé series, the first bucket bag.
  • 1934: Introduction of the Alma series.
  • 1959: Redesign of the Monogram canvas.
  • 1966: Introduction of the Papillon series.
  • 1985: Establishment of the first leather production line and launch of the "Epi leather" series.
  • 1992: Entry into the Chinese market with the first boutique in Beijing.
  • 1987: Merger with Moët Hennessy to form LVMH.
  • 1997: Marc Jacobs becomes the first Artistic Director.
  • 2001: Introduction of the Graffiti series.
  • 2007: Introduction of the Neverfull series.
  • 2011: Kim Jones becomes the Artistic Director of men's collections.
  • 2013: Nicolas Ghesquière becomes the Artistic Director of women's collections, introducing the Capucines series.
  • 2014: Introduction of the Petit Malle series.
  • 2017: Collaboration with Jeff Koons on the Masters series and with Supreme on the "Louis Vuitton × Supreme" series.
  • 2018: Virgil Abloh becomes the Artistic Director of men's collections.
  • 2023: Pharrell Williams becomes the Artistic Director of men's collections.