Heritage

The Monogram was revolutionary at its creation. This particular and personal signature was instantly transformed into a universal symbol of modernity in the hands of Georges Vuitton. It marked the beginning of a branding strategy and became a symbol of a global culture.

118 years later, Steven Meisel shoots the Celebrating Monogram Ad Campaign to capture the unparalleled collaboration with Christian Louboutin, Cindy Sherman, Frank Gehry, Karl Lagerfeld, Marc Newson, and Rei Kawakubo.

In many ways, it means The Monogram has completed a full circle: looking at its handcrafted roots once more, its direct connection to a person, its daring and genre defying audacity, and, above all, its journey into the future for Louis Vuitton. This is a collection that is both universal and personal; it exceeds expectations while being in accordance to the cherished traditions of the Maison.

Discover "Celebrating Monogram" here.

As it has traveled through time, certain features and meanings have remained the same. Challenging the boundaries between craftsmanship, art, and design, Louis Vuitton has repeatedly embraced the notions of innovation, collaboration and being daring throughout The Monogram’s history.

It is within this context that Louis Vuitton’s ‘The Icon and The Iconoclasts: Celebrating Monogram’ project appears this year. It is a collection of works that shows the distinctly personal side of the Monogram; representing something we think we all know in an extraordinary, individual, and idiosyncratic way. Six creative iconoclasts – the best in their individual fields – who blur the lines between fashion, art, architecture and product design, have been given carte blanche to dictate and make whatever they see fit in the patterned canvas.

Here, Christian Louboutin, Cindy Sherman, Frank Gehry, Karl Lagerfeld, Marc Newson and Rei Kawakubo radically, personally and playfully create an unparalleled collection, briefly presented in this video.

Discover ‘The Icon and The Iconoclasts: Celebrating Monogram’ here.

In addition to his participation in the Icon and the Iconoclasts project, Frank Gehry conceived ethereal sculptures for the Louis Vuitton store windows, inspired by stylish schooners of the past. Crafted from wood covered in pearlescent gray and rosewood metal, they are reminiscent of the glass structure of the soon to open Fondation Louis Vuitton.

Visitors and passersby can enrich their experience by scanning the sticker image on store windows to access exclusive content on the project and details on products displayed, with the possibility to share these findings on social media.

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Yves Carcelle, CEO of Louis Vuitton from 1990 to 2012, was a pioneer and visionary leading Louis Vuitton’s elevation from trunk maker to world renowned luxury house, overseeing the brand’s breadth of activity and development internationally. Beyond his natural abilities as a team leader and his outstanding results, he was above all else the perfect incarnation of the Maison Louis Vuitton.

With a unique sense of strategy and a strong comprehension of the brand, he was behind the house’s important milestones such as the recruitment of Marc Jacobs as Artistic Director, from 1997 to 2013, and collaborations with artists such as Stephen Sprouse and Takashi Murakami.

His temperament was, in many regards, one of a relentless adventurer; his passion and devotion could only be matched by his sense of detail and obsession for quality in everything he undertook. He embraced life and exuded warmth and enthusiasm with all those surrounding him. With a spirit for sailing, he was a longtime supporter of the Louis Vuitton Cup and America’s Cup Challenger series. A true traveler in every sense of the term.

All who have had the chance to collaborate with him, and those currently working at Louis Vuitton today, would like to thank you.

Merci Yves.

Photos : 1 – Yves Carcelle at the Fondation Louis Vuitton (© Louis Vuitton Malletier/ Victor Fraile). 2 – with Nelson Mandela (© Louis Vuitton Malletier/ Stéphane Muratet). 3 – with Takashi Murakami (© Louis Vuitton Malletier/ Stéphane Muratet). 4 – with Gong Li (© Louis Vuitton Malletier/ Mazen Saggar). 5 – with Marc Jacobs. 6 – with Yayoi Kusama (Joe Schildhorn/ BFAnyc.com). 7 – Yves Carcelle at the opening of the Ulaanbaatar store in Mongolia (© Louis Vuitton Malletier/ Mazen Saggar). 8 – Yves Carcelle with a Mongol child in his arms (© Louis Vuitton Malletier/ Mazen Saggar). 9 – Yves Carcelle on board of the All4One in Nice, France (© Louis Vuitton Malletier/ Franck Socha). 10 – with Mr. Adrian Hamilton at the Louis Vuitton Classic Boheme Run (© Louis Vuitton Malletier/ Mazen Saggar).

During more than 20 years as its chief executive, and with his remarkable vision, energy and sense of strategy, Yves Carcelle established Louis Vuitton as the world’s foremost brand in the luxury sector.

A graduate of France’s prestigious Ecole Polytechnique and INSEAD business school, Yves Carcelle was the artisan of Louis Vuitton’s development worldwide, especially in Asia and Japan. He oversaw Louis Vuitton’s entry into the world of fashion, through Marc Jacobs’ shows, and also into the jewelry and watchmaking sectors.

Yves Carcelle joined the LVMH Group and its Executive Committee in 1989, and following his departure from Louis Vuitton in 2012, he served as Chairman of the Fondation Louis Vuitton.

"It is with deep emotion and regret that I learned of Yves Carcelle’s passing. A tireless traveler, Yves was a pioneer who embodied the image and values of Louis Vuitton.; Always curious, passionate and in motion, he was one of the most inspiring leaders of men and women whom I have ever had the privilege of knowing. My thoughts today are with Yves’ family, as well as with all his former staff at Louis Vuitton, who will long remember him as a manager and mentor who was accessible, human, and sincere. Today, the LVMH Group has lost one of its closest and dearest friends and I join in the sorrow of each of us as we mourn Yves passing, but also importantly in our collective appreciation for his life, his work and his legacy," said Bernard Arnault.

Michael Burke, CEO Louis Vuitton, pays tribute to Yves Carcelle on behalf of Louis Vuitton collaborators “who had the chance to work beside a man who was a visionary, passionate, and inspirational having written one of the most brilliant chapters in the history of worldwide luxury.”