It is said that in recent years, the brand is not right, and the effect of LV's brand image transformation work is quite obvious! Once upon a time, talking about LV everyone's first reaction in addition to cheesy monogram package or cheesy monogram package...
However, since Nicolas Ghesquière took over the banner of LV Creative Director from Marc Jacobs, the cheesy handbag with logo has evolved into a fascinating Petite Malle.
The sluts on the catwalk washed away the dirty smoky makeup and turned into a modern female warrior.
However, the young and new image that the new director had spent three years to build up was disintegrated this week! The "culprit" is a collection of prints from this series of LVs in collaboration with American pop artist Jeff Koons.
In fact, these are the classic models of LV, including Speedy, Neverfull, Keep All, etc., but the fabric has no technical content printed with the famous paintings such as Mona Lisa, and also Da Vinci, Rubens and Ti The names of these painters are embossed with metal characters full of local tyrants...
So these bags, which originally cost less than £1,000, have soared to $2800-4000 (about £2200-3200)! But wait, isn't that much different from the print bags that are common in the major museum souvenir shops in the UK? ! ? People only sell £20...
Then there appeared a LV creative director holding the "big devil" Blanchett, Michelle Williams and Jennifer Connelly these first-line big-name platform selling bags.
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The other side of the netizens are crazy about the scene:
Love to play cross-border LV and controversial Queens
In fact, the bags of this co-branded series will start to be sold on April 28th, and they are still only in the promotion stage. In addition to the aforementioned party, please go to the star platform, LV also used the #LVxKoons topic label on social media. But to tell the truth, this tag expands into #爱玩跨界的LV × The controversial Queens is nothing wrong.
LV had launched a number of cross-border luggage series during the Marc Jacobs's tenure. The partner of the company was Kawakubo, and the effect was not intensely fearful. Instead, it burned three holes on the bag.
Working with Takashi Murakami, who loves to use bright colors, has become a colorful version of the monogram, and the simplicity and rudeness have a spell with this Queens series.
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The color-changing series that I worked with Richard Prince was probably the most cheesy, so I just played a little nurse show on the runway.
So maybe LV itself loves to play "cheesy" like this? After the sound of Tucao, brand CEO Michael Burke also said that there would be some opposition voices, but "if there is controversy and criticism, it means we are right." Probably this is the legendary controversial marketing?
I understand everything, but I just want to ask Mona Lisa what is wrong, to be printed on the face of a big letter...
On the other hand, the collaboration of Queens itself is also an artist who has been separated from the gray area between art and business.
Andy Warhol, who is more familiar with Jeff Koons and his friends, is a representative of Pop Art. But even if you are not familiar with his name, he has probably seen his stainless steel "inflatable ball" dog, which in 2013 once set a record for auction transactions for $58.4 million. As I said before, Queens has been in the gray area between art and business all the year round, and he is more likely to play the "commercial" side of pop art than the predecessor Andy Warhol. This is also why on the one hand, there are many people who admire him, and on the other hand, many people criticize him for being vulgar.
Before launching the joint series with LV, Queens has worked with H&M and Stella McCartney. This time, he also said that he felt that these handbags were artworks themselves. He expected someone to carry the handbag to the street and take it to the restaurant...
Some media asked Queens, what if someone can't afford it? He said that they can take a walk from the LV shop window and enjoy it.
I don't know if the netizens who sprayed LV × Koons actually said what he would say. Anyway, the Guardian has a columnist named Jonathan Jones who wrote in the article to praise this joint series as "a happy art history course." "(a joyous art history lesson), and said that Queens can always turn elegant art into a top pop culture, the hot review area is this style.
Those years of fashion × art crossover
Having said that, it is quite common for fashion brands and artists to play together, and there are also many good works. In recent years, the most sneak peek of this series is Raf Simons who has just flown from Dior to CK. Before CK has launched a series, he first played a commercial blockbuster with Andy Warhol's photographic works. At once, the CK, which is famous for selling meat, has become a small fresh.
He is absolutely true to Warhol. In Dior, he also used Warhol's early pencil/watercolor manuscript to print on a series of skirts, but the small area was easy to use to meet his sexually cool minimalist aesthetics, and LV× The overwhelming prints of Queens are two extremes.
After turning to Margiela, the whole person was low-keyed to John Galliano in the dust. The last finale of the Paris Haute Couture Week, the tulle "painted" face is like the artist Benjamin Shine who used this technique. It is recognized as one of the best designs of the season, "like a dream."
Some people say that fashion is a commercial extension of art. These cooperations also prove that cross-border can be very beautiful. LV and Queens have played a new controversy this time, maybe they want to be crazy about the topic! And if you really say that there are really a lot of die loyalty orders, after all, as the British "Financial Times" commented, this series of LV will help the brand to make a lot of money, but also will help the entire group "ignite sales."
Can you "ignite the sale" and wait until the end of April to officially release the series, but now you can see the idea of ​​these comparable products... I can only say that Da Vinci and Van Gogh will not be mad in the coffin. Sit up! After all, art can't be arbitrarily linked to luxury goods.
Editor in charge: Yang Bo
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