A Comprehensive Timeline of Louis Vuitton's Illustrious History
A determined 16-year-old in Paris created one of the globe's most impactful luxury brands.
From Louis Vuitton's arrival in Paris to Nicolas Ghesquière's present-day influence over the brand, Maison Louis Vuitton has gone through decades of historic creations and changes since its official founding in 1854. What started as a young man's passion for making travel goods turned into a brand that continues to have a massive global impact.
Below, replay the historic brand's history with L'OFFICIEL.
Early Years and Humble Beginnings (1837-1890)
In 1837, 16-year-old Louis Vuitton arrived in Paris by foot from his hometown of Anchay, and while the nearly 300-mile journey was no easy feat, the youngster was determined to make his mark in France's dazzling capital. However, there's more in Paris for Louis than its beauty and metropolitan charm, as the young luggage artisan was drawn to the city's growing industrialization and demand for travel goods.
Louis was initially an apprentice for box maker and packer Monsieur Marechal. There, he learned how to craft quality containers and boxes, which sparked his curiosity for trunks and travel essentials. In 1854, the then-33-year-old opened his own shop on Rue Neuve des Capucines, where he created a steamer trunk that featured a waterproof design, an impressive feature for luggage at the time.
After continued success, Louis's business grew, which required him to transfer his operations and craftsman to Asnières-sur-Seine. By 1886, Louis's son, whom he had with his wife Clemence-Emilie, 33-year-old Georges, continued and grew his father's legacy by creating the innovative spring-buckle lock that was deemed unpickable.
The Birth of The LV Monogram (1896)
In 1896, history was made when Georges crafted the legendary LV Monogram. In addition to the petal design, as we know, Georges also created an interlocked logo with his father's initials, "LV."
The Grand Opening on The Avenue des Champs-Élysées (1914)
Maison Louis Vuitton's flagship store was opened in 1913 in a location none other than the legendary Avenue des Champs-Élysées, making the store one of the world's largest flagship stores. Before the stores on the light-filled Parisian street, however, the Maison brought its brand to London in 1885, with the address being 289 Oxford Street. Soon enough, the brand expanded its stores globally, with locations being opened in New York, Mumbai (née Bombay), Alexandria, and Buenos Aires.
Louis Vuitton's impact on fashion was unstoppable, and in addition to heavy-duty luggage, LV also took a very special request from Coco Chanel when she requested the brand make her a bespoke handbag. Thus, the Alma Bag was born and is one of Louis Vuitton's most beloved bags.
The Speedy and Keepall Bags (1930-1965)
In 1930, Louis Vuitton launched two bags that will forever be iconic to their identity and legacy: the Speedy and Keepall bags. The storied Speedy was made for jet-setters and frequent travelers who needed a carry-on that could act as a carriable, portable, and stylish companion. As per Sotheby's and Harper's Bazaar UK, Speedy's name comes from the bag's ability to accommodate for faster and more convenient packing for the everyday traveler. The Keepall, another identifiable name in LV's comprehensive collection of travel bags, perhaps explains itself through its name, "keep all." This bag can fold, endure, and fit a high volume of items due to its roomy and expansive design. To this day, the Keepall is one of fashion's most recognizable and esteemed weekender bags.
These travel bags became so influential that in 1965, legendary actress Audrey Hepburn specially requested a smaller version of the bag, which then birthed the Speedy 25.
When Georges passed away in 1936, his son, Gaston-Louis, claimed his role at the helm of the brand. Gaston-Louis's 50 years at the brand were marked by his ability to further develop the brand internationally and bring the brand all across the globe, thus solidifying Maison Louis Vuitton as one of the world's best. Gaston-Louis also introduced another iteration of the travel bag called the Papillon, which featured a chic cylindrical shape.
The Emergence of Louis Vuitton Moët Hennessy (1970s and 1980s)
In 1977, Gaston-Louis's son-in-law, Henry Recamier, took over for Henry Vuitton as Louis Vuitton's head of the brand and soon discovered the need for the brand's market to expand. With the help of Louis Vuitton's financial director, Joseph Lafont, Recamier led the brand to partner with champagne and cognac champions Moët et Chandon and Hennessy, thus giving birth to LVMH in 1987.
In addition to Racamier and Moët Hennessy CEO Alain Chevalier launching the conglomerate, the then 39-year-old French investor Bernard Arnault. As per WWD, Racamier was "ousted" from LVMH's board in 1989 and became the company's CEO and chairman in 1989.
Marc Jacobs' Impact (1998-2007)
The '90s proved to be historic for Louis Vuitton as 1996 marked 100 years since Georges created Louis Vuitton's iconic logo and during the following year, Marc Jacobs was appointed as creative director of the brand. Jacob's proceeded to create the brand's first Women's ready-to-wear line and proceeded to launch menswear in 2004. Jacob's creative expansion of LV didn't stop at clothing as he launched Louis Vuitton jewelry in 2001.
Notable collaborations initiated by Jacobs included creative partnerships with Takashi Murakami and Stephen Sprouse. Sprouse reinvented the LV logo and created a spray-painted version in 2001, probably to the dismay of LVMH who had one cardinal rule for Jacobs which was to not change or manipulate the logo. With Jacobs being the boundless creative he is, it's unsurprising the rule fell on deaf ears. In 2003, Murakami reinterpreted the monogram bag with the Eye Love Monogram Collection.
The 2000s also saw the birth of the brand's inaugural jewelry collection with the first pieces of LV jewelry being released in 2001.
Kim Jones's Innovation of Menswear (2008)
After closing his namesake brand, Kim Jones was introduced to Louis Vuitton in 2008 as head of menswear succeeding previous menswear head Paul Helbers. Jones effectively changed the menswear game for LV by introducing streetwear designs that effectively competed with competitors like Gucci and Prada who still employed traditional designs for their menswear line. Jones implemented sporty garments like tracksuits, graphic t-shirts, and sneakers thus refining what luxury menswear can look like.
“His ability to set trends is impeccable and his talent and determination have ensured that Louis Vuitton is firmly placed as the leading brand in luxury menswear today," said Louis Vuitton's chairman and chief executive Michael Burke when Jones left the brand in 2018, as per French Vogue.
Nicolas Ghesquière's Influence and Virgil Abloh's Legacy (2013-present)
When Jacobs stepped in as artistic director in 2013, the brand brought in the former creative director of Balenciaga, Nicolas Ghesquière. Ghesquière's knack for forward-thinking creativity resulted in his collections featuring unique and expressive patterns like crocodile-print purses, which can be seen in iterations of the Petite Malle purse, and integrating pop culture into collections, as seen in the Stranger Things graphic tee seen in the Spring/Summer 2017 collection.
Marking 10 years since his inaugural collection in 2014, Ghesquière's Fall/Winter 2024 collection celebrated his past and present with designs that paid homage to his numerous collections throughout the mid- to late-2010s. Just like his first collection, the lineup of garments showcased metallic prints, leather elements, and feather embellishments. However, while his Fall/Winter 2014 line embraced 2010s trends such as A-line skirts and skinny pants, the 2024 line reiterated styles to fit the tastes of the modern consumer. This was evident in the abundance of sheer garments, relaxed-fit leather pants, oversized knits, and extravagant fur coats.
In 2018, the brand saw Virgil Abloh step in as head of menswear after his predecessor Kim Jones. The Off-White founder and visionary made history as the first African American to hold the coveted title. During his reign as a creative director of menswear, Abloh took steps to shine a light on black figures by creating collections that celebrate black history and Dr. Martin Luther King, Jr.'s legacy. He also had black artists like Steve Lacy and Kid Cudi walk his debut Louis Vuitton presentation. Following Abloh, musician-turned-designer Pharrell Williams took over as head of menswear.
