LOUIS VUITTON: LASTING IMPRESSION

At 130, Louis Vuitton’s monogram remains fashion’s most enduring canvas—a family legacy continually reimagined by artists, designers, and cultural moments.

Pochette Accessories Monogram Origine Ebene from the Louis Vuitton Monogram Anniversary Collection by LOUIS VUITTON, Louis Vuitton Color Blossom Star Earcuff in rose gold with white mother-of-pearl and diamonds, and Louis Vuitton Color Blossom BB Star Earring in rose gold with malachite and diamonds by LOUIS VUITTON FINE JEWELRY

LOUIS VUITTON

Louis Vuitton’s legendary monogram has emblazoned everything from World Cup footballs to luxe wine carrier totes, graffiti-splashed streetwear, and an endless parade of It-bags that have defined eras.

This year, one of fashion’s most recognizable codes—instantly IDd from Soho to Seoul—turns 130. What’s remarkable isn’t just its staying power, but its capacity to be continually reimagined and keenly in tune with the zeitgeist. Over the past century, Louis Vuitton has invited contemporary artists and creatives to reinterpret its sacred codes, each adding a new layer to its evolving narrative.

Under creative director Marc Jacobs, the monogram became a canvas for art and cultural conversations. Stephen Sprouse splashed it with bold graffiti. Richard Prince overlaid it with cheeky text. Yayoi Kusama stamped it with layers of hallucinogenic polka dots.

Then came Japanese artist Takashi Murakami, whose rainbow-monogrammed, candy-colored cherries, and playful Panda character ignited a global pop craze. Under Kim Jones, the house forged a groundbreaking relationship with none other than the New York skate and hip-hop label Supreme. LV’s monogram was paired with the brand’s famed red box logo all over hoodies, sneakers, and sporty bags. Once unthinkable, the union gave the French heritage house street cred.

The house’s creative directors have continued to bend and break the code. Virgil Abloh subverted the monogram with glow-in-the-dark iterations and transparent overlays that reflected a new wave in luxury. Pharrell Williams disassembled and recreated it as pixelated, futuristic patterns, including images of Black figures, making the signature logo more inclusive and deeply personal.

Beyond the hype, the limited drops, and celebrity devotees, the LV monogram is a family story. Georges Ferréol Vuitton, son of the founder Louis Vuitton, designed the distinctive interlocking LV logo with stylized floral motifs and quatrefoils at a time when Paris was enthralled by neo- gothic revivalism and Japonism. The pattern was both a tribute to his father and a defense against counterfeiters. Stamped on sturdy, waterproof brown canvas and finished with a leather trim, it was a functional innovation, yet it would soon become something that was far more culturally relevant.

To mark the monogram’s anniversary, the house has revisited five of its most well-known bag silhouettes. The 1930s Keepall and Speedy, born from Louis’s travel roots, brought soft structure and sporty elegance to travel bags. The 1932 Noé, originally made for a champagne house to carry wine bottles, is proof that even the most functional items can be luxurious. The 1992 Alma, inspired by Paris’s Place de l’Alma and the architectural lines of the art deco movement, is a streamlined, refined model for the ages. And the modern Neverfull, introduced in 2007, has been reimagined this year as an ultralight gym bag capable of carrying up to 100 kilograms.

Pochette Hills Monogram Origine Bleu Courrier from the Louis Vuitton Monogram Anniversary Collection by LOUIS VUITTON, Louis Vuitton Color Blossom BB Star Stud in yellow gold with sodalite and Louis Vuitton Color Blossom BB Star and
Sun Multi-Motif Bracelet in yellow gold with sodalite and diamonds by LOUIS VUITTON FINE JEWELRY

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Text JILL NEWMAN

Model FRANZISKA JETZEK at MIHA Model Management

Hair JILLIAN HALOUSKA at The Wall Group using BUMBLE AND BUMBLE

Makeup CHARLOTTE PREVEL at The Wall Group using M.A.C Cosmetics

Manicurist MAGDA S. using MANUCURIST and BYREDO

Photographer’s assistant JULES MARTIN

Fashion assistant HÉLOÏSE PARSY

Casting DEAN GOODMAN

Production BIRDHOUSE PRODUCTION

Producer KIT PAK-POY at Birdhouse Production

Production assistants KATE MAIDMENT, AMELIA HEFFERNAN, and GEOFFREY DIAZ

Post-production SPARKPOST STUDIO

Special thanks to Artworld Agency