We’ve thoroughly discussed Louis Vuitton’s plans to target more up-market customers and discourage entry-level luxury shoppers from flocking to the brand like they have in the past, and now that more and more of the brand’s Fall 2013 handbag collection is becoming available via its website, the ways that those plans will shape the brand’s leather goods going forward are coming into stark relief. Not only does Vuitton’s repositioning mean more all-leather bags, but it means the iconic monogram canvas will be used in more high-end ways. Among the first of those attempts are the Louis Vuitton Monogram Exotique Bags.
Logos have really strong associations with consumers in general, and that’s particularly true for fashion consumers, who expect logos to telegraph very particular things about their very expensive purchases. When a logo becomes a bit dusty or a brand loses some of its luster, a business built on prominent logos can quickly turn into a liability. No company in fashion is as reliant on the popularity of prominent logos as Vuitton, so it’s not surprising that instead of limiting its production of logo-covered goods, LV would instead try to elevate the image of those through more luxurious finishings like python and ostrich instead of the expected vachetta leather. The theory to these bags seems to be that if you surround the the monogram with the most high-end of materials, the association can elevate the entire product.
Whether or not that theory will produce results depends entirely on execution, and for this first round of bags, the designs feel a little bit overcooked. In most instances, there are too many competing colors, textures and materials for the design to achieve the high-end subtlety that is en vogue right now, although the bags on which the contrasting materials are rendered in burgundy fare the best. As you probably guessed, the fancy trim significantly affects the prices of the bags – they start at $5,750 via top out at nearly $8,000. Check them out below.