Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Characteristics and Meaning of Art Collaboration in the Luxury Louis Vuitton Brand -Focusing on Bags Since 2000-

럭셔리 브랜드 루이 비통(Louis Vuitton)의 아트 콜라보레이션 특징과 의미 -2000년 이후 가방을 중심으로-

  • Kim, Hyunjeong (Dept. of Clothing and Textiles, Changwon National University) ;
  • Park, Hyewon (Dept. of Clothing and Textiles, Changwon National University)
  • Received : 2020.03.06
  • Accepted : 2020.05.10
  • Published : 2020.05.30
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Abstract

The purpose of this study was to identify the characteristics and meaning of collaboration with artists who have been with Louis Vuitton, focusing on bags, which are representative products of the luxury Louis Vuitton brand, -The research method was literature research and case studies. The theoretical study was based on previous studies and literature examine the concept and type in collaboration and to examine the trend in fashion and art collaboration. The case study was conducted after 2000 by collecting collaborative works between Louis Vuitton and artists based on their homepage, fashion information, and collection sites. Five artists and six artists(Sam Falls, Urs Fischer, Nicholas Hlobo, Alex Israel, Tschabalala Self and Jonas Wood), including Stephen Sprouse, Richard Prince, Takashi Murakami, Kusama Yayoi, and Jeff Koons, were analyzed for the art collaboration cases and contents that were conducted mainly on bags. This study found the following collaboration characteristics: first, classic image innovation: fun and lightness; second, deviating from the boundaries of fashion bags: the art of life, and third, building high-end luxury brand differentiation: scarcity and the introduction of authorism. It is expected that the basic data will be presented in the study of art collaboration design of fashion bags as well as academic data on the differentiation of luxury brands and the artisticization of products in the future.

Keywords

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