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Vuitton: Jacobs Goes for the Gold
By Godfrey Deeny
October 12, 2003 - Paris
All that glitters is definitely gold at Louis Vuitton this season, from the golden ostrich coat that finished its catwalk show Sunday to the trim on its new bag, sported on the front-row even before it appeared on the catwalk.
Vuitton’s creative director Marc Jacobs showed the bag, done in canvas with gold leather trim, in clutch, weekend, pill box, half moon and sausage shape. Delphine Arnault, whose daddy Bernard owns LVMH, the luxury mammoth that controls a half-century of brands, among them Vuitton, showed up bearing the aforementioned gold sack Sunday at the label’s spring/summer 2004 show.
Yet Delphine was not to sport the new bauble. That honor went to Virginie Mouzat, fashion critic of Le Figaro, who had already sported the sack the day before at a Givenchy show.
"I had a bag for every look. Every girl had a bag, and we have a great new one this season, which we showed in all sorts of ways. So, you can’t complain. Okay?" Jacobs stated emphatically to Arnault and family backstage, as a squadron of camera crews swarmed around.
Told by Arnault that they would meet on Monday, Jacobs responded, "I’m not working Monday. I’ve been working for three days and I had an operation on my neck Tuesday," before politely agreeing to a 5pm get-together.
Staged as ever in the modernist glasshouse in Parc Andre Citroen, the show got off to a great start when a giant black curtains fell from the ceiling plunging the space into darkness, illuminated only by searchlights projecting the LV logo.
Backed by a sturm und drang cinema soundtrack and a great remix of "Milkshake" by Kelis, courtesy of sound architect Frederic Sanchez, the show opened with silk model Riane in a silk top and crepe de chine sarong and fan-shaped bag with gold chain. A post-show inspection revealed that the chain was a series of minuscule Vuitton locks.
As retainers and fans imbibed champagne, stylists and fashion directors made off to shoots with specially prepared packages containing the new bags.
The actual clothes themselves were very fine indeed. A mix of studded cashmere cardigans, linen trenches with horizontal panels, and embroidered suede jackets with sequined bars, they were a fine blend of the commercial and the ironic. The cut was figure hugging, though the clever draping made the silhouette look
relaxed.
But, in the end, all eyes were on the bags. Unlikely anyone there would forget, but the world’s most consistently profitable luxury brand is essentially a bag maker. The fashion collection itself only sells in a select few of Vuitton’s stores.
Sounds incredible! And the few pictures I've seen so far confirm this. Pictures to be posted soon!