The Record Behind Louis Vuitton Monogram, Video clip

From the Lakers’ NBA 2020 Championship trophy scenario to Cardi B’s hair, its news to no 1 that the Louis Vuitton monogram is everywhere. But protecting this stage of hype around buzz for over a century is no easy feat. So how specifically did they do it?

This installment of Behind the Buzz examines the evolution of the LV monogram from a signifier of luxurious journey to a global phenom and collaborative holy grail.

When Virgil Abloh was appointed to artistic director of Louis Vuitton menswear, he joined the world’s most beneficial luxurious brand, and French residence owes considerably to its monogram in this rise. Takashi Murakami‘s 13-12 months (and monogram hefty) inventive collaboration with the brand turned its most worthwhile and profitable collaborations of all time and paved the way for boundary-bending artwork entire world reinterpretations that continue by means of currently.

The brand’s proliferation through pop tradition is two-fold. Starting with one particular of the LV monogram’s to start with large-profile lovers Coco Chanel and continuing up by way of “Louis Vuitton Don” (a.k.a Kanye West), the Louis Vuitton has not lacked for good friends in significant places. But it also has not lacked for a broader, youth-oriented audience of eager buyers thanks in huge section to Dapper Dan, who custom-made items incorporating the LV monogram, among other luxurious insignia, in the course of the early ’80s.

Enjoy in the video clip previously mentioned as HYPEBEAST delves into the monogram’s origins, its various collaborators and its increase to icon position. And check out out prior installments of Driving the Hoopla that includes Takashi Murakami’s bouquets, League of Legends and extra.