This week we’re starting to see the first coverage of the latest Louis Vuitton x Yayoi Kusama collaboration as the Cruise 23 collection prepares to drop in early January. It’s a huge collection and its design and execution are the embodiment of joy, artistry and artisanship.
It’s also super clever.
Yayoi Kusama is one of relatively few fine artists who can be considered almost as brands in themselves. Andy Warhol comes to mind of course, as does Keith Haring plus possibly Picasso. Kusama’s identifiable red wig and doll-like demeanour cast her as a kind of arty character who appeals to adults and children alike. And her artworks are perfectly suited to the most commercial of product designs. Vogue Netherlands just released its editorial shoot images (by Koto Bolofo) and has highlighted the primary colours, geometric patterns, polka dots and Infinity Mirrored Room-style reflections and refractions of the collection.
While the pieces look suitably pop and wearable, they’re also meticulously crafted. The impasto-style paint spots are produced by a specially developed technique, allowing them to ‘pop’ off the surface of clothes, bags and accessories. And don’t miss the special edition Louis Vuitton perfumes, including Attrape-Rêves, Kusama-fied in a polka dot bottle and case (below).
In a further stroke of brilliance, Louis Vuitton has embarked on a monumental marketing campaign including ‘out of home’ advertising which presents a VR rendering of an animated Kusama peering out of a Vuitton trunk (below). It’s a genius way of bringing the collab to life and to the masses while staying true to the artist’s own affinity for public art. And proof that contemporary art is where fashion was 20-odd years ago – no longer a niche interest but fully immersed in mainstream pop culture.
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Louis Vuitton x Yayoi Kusama
NOTE: Most images are digitally enhanced. Some posts use affiliate links and PR samples. Please read my privacy and cookies policy here
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