Louis Vuitton’s newest collaborative men’s collection unveiled
Last week the French luxury house unveiled its widely anticipated collaboration with the cult New York skatewear brand at its men’s fall runway show in Paris. Kim Jones, men’s artistic director at Vuitton, explains that the men’s Louis Vuitton x Supreme Collection featuring co-branded items ranging from denim and camouflage jackets to three styles of handbags was inspired by Supreme New York.
There are six styles of handbags in the collection, including a backpack, holdall, messenger bag and fanny pack. They come in three materials: red Epi leather, black Epi leather and a camouflage fabric woven through with the Supreme logo and the Vuitton monogram.
By collaborating on limited editions with brands including Comme des Garçons shirt, Aquascutum, Undercover and Nike, Supreme has attracted a fanatical following. This kind of collaboration seems the most visible sign to date of how streetwear brands are challenging the dominance of luxury brands in the hearts and minds of younger consumers. As the situation is such, Jones says, naturally joining forces is the logical response. “It’s just forward-thinking. People don’t really expect those sorts of things and I think that’s what’s nice,” Jones said. “Actually, I think it’s the modern thing to do. Everyone’s talking about it and no one’s doing it, and we’re doing it.”
He noted that his earlier collaboration with Japanese designer Hiroshi Fujiwara’s label Fragment Design drew 4,500 people when it launched with a pop-up shop at Isetan in Tokyo in the summer.
“Youth is key now, especially in China,” said the designer. “I was in Beijing a week ago. We had a launch of a store and from the time I went last time three years ago, the customer’s completely changed. They used to be old men, now it is young twentysomethings, so it’s important to make them excited.”
Jones said that the present Louis Vuitton x Supreme collection designed with Supreme will go on sale at select Vuitton stores on July 17, but would probably also be available in temporary locations where both labels are popular.