kauguri's

guide to fashion

The Louis Vuitton Story - Part 1

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Louis Vuitton (August 4, 1821-February 27, 1892) was a luggage-maker and luggage-designer in Paris in the mid-late 1800's. More than a century later, Vuitton's handbags and luggage are now a status symbol around the world and are often looked to in the world of fashion. The Louis Vuitton "LV" Monogram design can be considered the very first "designer label" on a product (first in the contemporary sense), as it was created in 1896 with the intent of preventing counterfeiting. Unfortunately, Louis Vuitton is the most counterfeited brand in fashion history: just over 1% of all "Louis Vuitton"-branded items are not counterfeit.

Vuitton was born in Anchay, Jura, France (now part of the commune of Lavans-sur-Valouse). He moved from his hometown of Anchay in 1835 at the age of fourteen. Two years later, he arrived in Paris and started working as an apprentice for trunk-maker and packing-case-maker Monsieur Marechal.

Louis Vuitton has carefully cultivated a celebrity following and has used famous models and actresses within its marketing campaigns, most notably Uma Thurman whose ‘sophisticated yet unpredictable image’ was a supposed reflection of the Vuitton brand. Other models and actresses who have lent their name to the Louis Vuitton line include Jennifer Lopez, Scarlett Johansson, Chloe Sevigny, Christina Ricci, and more recently, models Gisele Bundchen, Kate Moss and Naomi Campbell. All have appeared in ads and commercials for the line.

Vuitton bags and purses have a considerable list of celebrity adherents who proudly display their LV logos -- Lindsay Lohan, Jessica and Ashlee Simpson, Paris and Nicky Hilton, Nicole Richie, Angelina Jolie, Ayumi Hamasaki, Anna Kournikova, Pamela Anderson and Carmen Electra can all be seen with multiple LV accessories.

The Vuitton collection of bags and purses has also created a cult-like following among consumers. Owners of the bags and purses proudly display the logo and designs and refer to the products as “Louis'.” The cult of celebrity also aids in the branding of the products which has elevated the Louis Vuitton brand to the foremost position in accessory design, alongside design houses like Gucci, Prada and Hermès.

----> Part 2 - Early Days