Louis Vuitton’s collaboration with Japanese artist Yayoi Kusama has caused quite a stir in the fashion world. The campaign, which launched earlier this year, has quickly gained popularity on social media, generating a significant buzz. This partnership is a major investment for Louis Vuitton, as it marks the first time the luxury brand has dedicated such extensive resources to a global, multi-format, and multi-product venture.
Though Louis Vuitton has not officially stated its strategic goals for this collaboration, it is clear that the brand anticipates substantial returns. In an interview with the Wall Street Journal magazine, Louis Vuitton’s deputy CEO, Delphine Arnault, emphasized the significance of the launch, describing it as a “360-degree project involving the entire brand,” encompassing over 450 products.
Louis Vuitton has gone above and beyond to attract attention, employing various marketing initiatives. Its flagship stores have been completely transformed with Kusama’s iconic polka dots. For example, the Louis Vuitton building on the Champs-Elysées in Paris now showcases large multicolored polka dots and features a monumental sculpture of the artist on the roof, captivating the attention of passersby.
This collaboration has also extended to other locations and retail spaces. Harrods in London has been invaded by polka dots, both inside and outside the store. A humanoid robot resembling Kusama can be found in the pop-up store, painting dots on the window and changing expressions. Similar animations can be seen in other boutiques, including those in Place Vendôme in Paris and on 5th Avenue in New York, where a portrait of Kusama paints colored circles on the building’s façade.
Tokyo is also part of this collaboration, with the Louis Vuitton building covered by three giant trunks. When one of these trunks is opened, a panel comes to life, revealing Kusama observing the street from above. In Milan, Louis Vuitton has transformed a former Traversi garage into a space adorned with black polka dots on a yellow background and silver metal maxi spheres.
The Louis Vuitton x Yayoi Kusama collaboration extends beyond physical spaces; it is also making waves online. The brand has created Instagram filters, augmented reality experiences on Snapchat allowing users to dress monuments with polka dots, and video games designed for mobile phones. Additionally, top models such as Bella Hadid, Gisele Bündchen, and Karlie Kloss have been recruited for the campaign, where the dots are transformed into flakes, balls, or bubbles.
This is not the first time Louis Vuitton has partnered with Yayoi Kusama. In 2012, under the creative direction of Marc Jacobs, the brand launched a highly successful collaboration that resulted in items being resold at record prices. Building on that success, Louis Vuitton has expanded the collaboration this time, offering a broader range of products, including options for men. The collection, named “Creating Infinity,” encompasses bags, sneakers, accessories, and clothing.
Louis Vuitton’s collaboration with Yayoi Kusama showcases the brand’s deep connection with art. Kusama, known for her avant-garde and non-conformist style, is an ideal partner for creating visually captivating and engaging installations. These installations not only captivate viewers but also have a strong social media presence. Ultimately, this collaboration is expected to drive sales and reinforce Louis Vuitton as a leading global luxury brand.
Useful Links:
1. Louis Vuitton Official Website
2. Yayoi Kusama Official Website
