The Reboot Of Louis Vuitton's Blossom Jewellery Line

Modern, casual, versatile, the house’s fine jewels have been reimagined by its new artistic director for watches and jewellery.

Designer logos don’t come much more recognisable than Louis Vuitton’s interlocking Ls and Vs, quatrefoils and fourpetalled flowers.

Introduced and patented in 1896 by Georges Vuitton, son of Louis, as a way to prevent counterfeiters from ripping off the family’s trunk designs, the monogram has since become the house’s ID – and it’s on almost everything Louis Vuitton. As an exercise in branding, it’s a master stroke.

But like all successes, it has also created conundrums: How does one inject freshness into something everyone knows? How does one make people look at it with new eyes?