Louis Vuitton x Takashi Murakami: A 20-Year Love Affair
Digital & Print Campaign
Model: Zendaya
Dec 2024
At the end of 2024, Louis Vuitton brought back one of their most iconic collaboration with Japanese artist Takashi Murakami to mark the 20th anniversary of their initial partnership. The campaign, represented by actress and fashion icon Zendaya, reintroduces and reinvents Murakami's infamous designs to a modern audience who consume both digital and print fashion content. I saw this particular print on Vogue.
Zendaya has been an iconic figure in fashion and celebrity spaces, increasing in popularity, particularly amongst Gen-Z and Millenials who grew up with her. This particular Louis Vuitton collaboration has also been desirable within this age demographic who popularised the y2k, “McBling” fashions of the early 2000s, likely seeing the original collaboration associated with popular figures like Paris Hilton, Kim Kardashian, and a long list of aspirational socialites and celebrities. While these younger audiences may not be able to afford this luxury collection, the combination of Zendaya with this iconic look elevates the product from its initial associations while maintaining its desirability.
This reimagined collaboration has garnered significant attention especially since vintage pieces from the original collaboration have been experiencing a resurgence in popularity on resale sites and stores in the last few years with the 90s-00s fashion trends returning. The desirability of the iconic collaboration has been clear through online discourse, but following the campaign's announcement, platforms like Vestiaire Collective reported a 99% decrease in listings for these items, accompanied by a 60% increase in prices, indicating a more relevant and heightened demand, and collector interest(Vogue UK, 2024).
Nostalgia and brand recall from the original collection likely contributed to the success of the collection amongst older consumers. While younger audiences can aspire to purchase a resold version of this, older generations who may have missed their opportunity during the first release may be inspired to make the purchase. Distinctively bright and colourful, the new collection emotionally appeals to fashion-forward audiences who read print magazines such as Vogue would immediately recognise.
Featuring Murakami's distinctive colorful prints, the collection seamlessly reintegrated into Louis Vuitton's classic designs as they did 20 years ago. Staple Louis Vuitton items such as the Pochette, Speedy bags, and accessories are reimagined with the artist's playful characters and motifs.
Vogue UK. (2024). Vintage Louis Vuitton x Takashi Murakami bags surge in popularity after re-edition launch. Vogue UK. https://www.vogue.co.uk/article/vintage-louis-vuitton-takashi-murakami-bags