Since Louis Vuitton founded the same name brand in Paris in 1854, this luxury brand, which started with a suitcase, has defined the standards of modern luxury goods with exquisite craftsmanship and pioneering design.As the core symbol of the brand, Louis Vuitton handbags not only carry the craft inheritance spanning three centuries, but also redefine themselves in every change of the times.From the classic Monogram canvas to the traditional New Wave series, its evolutionary history is a chronicle that combines art, commerce and culture.

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Origin: From a suitcase to an identity symbol

At the end of the 19th century, the Industrial Revolution gave birth to the prosperity of European railway travel. Louis Vuitton broke the limitations of traditional arc boxes with a lightweight and waterproof flat-top suitcase (Flat Trunk) and quickly became the standard travel configuration for the upper class.In 1896, his son Georges Vuitton designed the classic Monogram presbyterian pattern, which resisted counterfeiting with four-petal flower and LV letter combinations. This pattern has since become the brand's most lasting visual gene.

Early handbags mostly served functional needs, such as the Keepall travel bag in 1924 and the Noé bucket bag in 1930 (specially designed for champagne transportation), but have shown ambitions to transition from practical tools to luxury goods.

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Monogram's Revolution: How Symbols Conquer the World

In the second half of the 20th century, Louis Vuitton handbags ushered in two key transformations.

1. Globalization and the wave of symbolic consumption

In the 1980s, after LVMH Group acquired Louis Vuitton, it leveraged global expansion to extend Monogram canvas from luggage to handbag field.Classic styles such as Speedy and Alma have become the explicit symbol of identity status through endorsement between celebrities and celebrities (such as Audrey Hepburn's custom-made Speedy 25).At this time, the handbags are not only containers, but also passes to social classes.

2. Art Co-branding: From Street Culture to High-end Fashion

In 2001, then-creative director Marc Jacobs invited graffiti artist Stephen Sprouse to spray-draw fluorescent graffiti on Monogram, injecting street culture into luxury logic for the first time.Since then, Takashi Murakami's cherry blossom patterns, Yayoi Kusama's polka dots, and Jeff Koons' famous painting reproduction series have continuously challenged the boundaries of traditional aesthetics.These cooperation not only makes presbyopia "younger", but also pushes handbags into the discourse system of contemporary art.

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New Wave era: Deconstructing classics and gender flow

In 2013, Nicolas Ghesquière took over as the artistic director of women's clothing, opening up the era of "future retroism" in Louis Vuitton.Its leading New Wave series (launched in 2019) completely reverses the brand's design language:

• Form innovation: Abandon traditional square contours, adopt soft wavy curves and quilting technology, and paired with metal chains to blur the boundaries between handbags and jewelry.

Color experiment: In addition to the classic tan, we have introduced gradient Monograms such as pink and fluorescent green, and even launched fully transparent PVC materials, which echoed the Z generation's pursuit of "visual impact".

Gender Mobility: Weak the gender label of the handbag, attracting diverse consumer groups through adjustable shoulder straps and neutral color schemes.

The name of New Wave itself is full of metaphors—it refers to both the wavy lines in the design and also implies a "new wave movement" that breaks tradition.The series quickly became a social media darling, and the unboxing videos and celebrity street shootings on TikTok further strengthened its positioning of "trendy luxury goods".

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Sustainability and the Digital Future

Faced with the challenges of environmental protection and youth, Louis Vuitton has made frequent moves in recent years: in 2020, it launched the Eco-Friendly series using recycled materials, and used blockchain technology to track the product life cycle; the Virtual Handbag (NFT) and Metaverse Store released in 2023 are trying to replicate Monogram's symbolic hegemony in the digital world.The New Wave series also launched replaceable inner bags and accessories to respond to sustainable consumer demand.

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Conclusion: Handbags as mirror image of the times

From suitcases in the steam train era to virtual assets in the meta-universe, the evolution of Louis Vuitton handbags has always resonated with the times.The disruptive design of the New Wave series is not only a brand’s response to street culture, gender issues and digital survival, but also reveals the ultimate paradox of the luxury industry: how to innovate itself while being loyal to tradition.Perhaps as its advertising slogan says, "A timeless journey into the future", Louis Vuitton's ambition was never limited to making containers, but creating eternal symbols that carry human desires.

(Data and design details of this article are as of 2023)

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