Marc Jacobs: Breaking the mold and creating a new era

This was the heyday of Louis Vuitton.
An indispensable figure from the late 90s to the early 2000s ,
Marc Jacobs

In 1997 , after he became artistic director,
It is no exaggeration to say that the new wind that blew at Louis Vuitton changed the times.

First appearance of the FW1998 collection

1. Changes in branding and product diversification

Louis Vuitton's previous advertising campaigns had a strong luxury image, using professional models.
Marc Jacobs' new Louis Vuitton has also begun to turn its attention to young people who are the future of the brand.

Celebrities and fashionistas are used as image models for the brand,
She appeared in a fashion show and attracted public attention.
The show incorporates dance performances and dramatic productions, and introduces themed direction and storytelling.

Not only that, but they were breaking the mold at the time by incorporating new colors into the monogram pattern that has been a symbol of the brand since the 19th century, and by incorporating new materials.
It must have had plenty of appeal to young people who are sensitive to new things.

Louis Vuitton 1970s

Louis Vuitton 1998-2000s

It was especially popular among celebrities and the younger generation at the time.

2. Collaboration with artists,
Limited collections launched one after another

What was particularly notable during Marc Jacobs' time was his collaborations with various artists from around the world and the launch of limited edition collections.

His pioneering move not only enhanced the appeal of the iconic monogram pattern,
It played a major role in increasing the brand's value.

Louis Vuitton x Stephen Sprouse collaboration
2001

Louis Vuitton x Takashi Murakami collaboration
Monogram Multicolor (2003)
Cherry Blossom (2003)
Eye Monogram series (2003)
Monogram cherry (2004)
Monogramouflage (2008)