Louis Vuitton

Louis Vuitton’s New Wave Bags are a Surprising New Direction for the Brand

The brand has put a huge ad campaign behind this new line of colorful bags

Lately, I’ve found myself missing Louis Vuitton‘s Monogram Multicolore bags a little bit, even going so far as searching resale sites for wallets and card holders from the discontinued line. The colorful, unsubtle rainbow logos designed by Japanese artist Takashi Murakami feel like they’d find a welcome home in the irony-laced embrace of the current logo trend, but under Nicolas Ghesquiere, Louis Vuitton has moved on from that sort of look. Or, at least, I had assumed it had, but then the Louis Vuitton New Wave Bags made their debut on the brand’s website.

The New Wave Bags don’t feature the brand’s monogram print (although they do have a big, gold LV marker right up front), but they do feature straps embroidered with the brand’s names in a rainbow of colors, which immediately took me back to Monogram Multicolore in my mind. It’s a more subtle implementation of a similar aesthetic idea (as much as rainbow branding can be subtle), but for anyone who’s been watching the brand since the mid-2000s, it feels impossible not to make that immediate mental jump.

The bags themselves are significantly different from anything in the Murakami line, though. For one, they’re made of quilted calf leather instead of coated canvas, and the shapes are new to the brand instead of Vuitton classics. Right now, you’ll find two sizes of chain-strap flap bag with a curvy bottom (there’s no way to type this without making it sound like I’m talking about a butt!), as well as a shopping tote, all with the same wavy embroidery. Although quilted, chain-strap flap bags aren’t exactly new, the structural differences and details make these feel unique, but the shopping tote reminds me a little too much of several different Saint Laurent bags, as well as the vintage Chanel pieces those bags were inspired by.

I’ve gone back and forth on my personal feelings about these bags—some moments they feel more tacky than fun, others they seem like they’d look great on the right person. Either way, they’re priced relatively well for leather Louis Vuitton bags, especially soft leather: the Louis Vuitton New Wave Bag PM is $1,990, the MM is $2,270, and the Chain Tote is $2,680. You can check out the whole line via Louis Vuitton.

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pe.riche.
pe.riche.
6 years ago

It’s like LV decided it wants to have fun but not *too* much fun because it is a work party and mid year evaluations haven’t been submitted yet.

edia
edia
6 years ago
Reply to  pe.riche.

my aesthetics exactly

Lina Lee
Lina Lee
6 years ago

Don’t like them, sorry. They are not my style.

Lori
Lori
6 years ago

Not for me, but I bet the “kids” will love them. I like that LV goes into such interesting directions all the time to change things up.

zaflor
zaflor
6 years ago

These are hideous! Perhaps a bag for a 12 y/o?

C
C
6 years ago

It’s a pretty blatant ripoff of the Gucci Marmont line, no? Especially the parallel quilting and stylized gold logo and chain. I also don’t like how the curvy bottoms look like a tooth. Then again, most LV styles have not appealed to me much!

edia
edia
6 years ago
Reply to  C

i got YSL vibes

JanelleClayton.com
JanelleClayton.com
6 years ago
Reply to  C

I immediately thought of the Gucci Marmont line. But I love LV’s rendition a lot more. I’m putting the pink flap bag on my to-buy list.

JanelleClayton.com
JanelleClayton.com
6 years ago

I love the pink flap bag. I’ve been looking for something fun and pink. This is adorable and fun to play around with. I’m definitely on top of this one

Sandy
Sandy
6 years ago

There is something childish about the colored lettering, about the bag in its entirety really. Not a fan, the Gucci Marmont bags are so much better.

psny15
psny15
6 years ago
Reply to  Sandy

i agree, these are terrible!

PJGambler
PJGambler
6 years ago

Very childish, no thank you, not interested in carrying any of these.

FashionableLena
FashionableLena
6 years ago

Nope. All I see is Gucci, Saint Laurent, and Dior.

Ellen Blomberg
Ellen Blomberg
6 years ago

Yikes… this looks so much like the Marmont line. They aren such and amazing design house, why not work with their classics? Maybe I am old… but everything coming in the market now seems crazy to me. Gucci seems like the only ones evolving, but still keeps many bags well under 2k.

Tana
Tana
6 years ago

A colourful embroidered “Louis Vuitton” plus that big “LV” just knock me out of any interest. Yikes!

Rosa Lily
Rosa Lily
6 years ago

This is quite a stretch to target a much younger audience. Looks like Rainbow Brite was interning at LV.

Yazi
Yazi
6 years ago
Reply to  Rosa Lily

LOL! True.

memsy
memsy
6 years ago

Gucci Marmont and YSL with some ugly rainbow letters.

psny15
psny15
6 years ago

imitation is the best form of flattery but this is just pure junk

this looks nothing like the gucci bags they are copying, prada did a better job than LV

is it just me or just everyone else view LV as an expensive Michael Kors (basically selling Junk)

M Green
M Green
6 years ago

No!!! Just ugly!

pearlsnjeans
pearlsnjeans
6 years ago

Not my style at all. These scream “We are out of ideas so we’re copying Gucci!”

crescent
crescent
6 years ago

Shapes of the bags were ok but the colorful Vuitton ruined it.

Bryan Lepe
Bryan Lepe
6 years ago

Valentino. YSL. Gucci. No.

Timothy
Timothy
6 years ago

YSL/Gucci quilted leather, Valentino inspired strap, double Dior saddle shape = this “new” design.

Gigi St Barth
Gigi St Barth
6 years ago
Reply to  Timothy

I so agree; my first thought was that they stole one feature from each big designer bag and mushed them together. The leather also reminds me of the Prada Diagramme.

Jerri R
Jerri R
6 years ago
Reply to  Timothy

Created by Dr. Frankenpurse

Yazi
Yazi
6 years ago

I’m sorry but they look cheap, almost like fakes.

Sparky
Sparky
6 years ago

TRASH. See the same woman who wears Louboutins carrying these.

Kat
Kat
6 years ago
Reply to  Sparky

Oh, please.

Fawcett Proust
Fawcett Proust
6 years ago

The rainbow Vuitton logo is cute, but I would prefer it inside the bag or maybe on an SLG. The bag itself is really busy. There’s a lot going on.

pixiegirlie
pixiegirlie
6 years ago

I love the look of the bags. However the rainbow letters will get old real fast and look dated quickly.

Seher
Seher
6 years ago

When I saw this I was genuinely pissed. For the prices they charge for their bags a little more creativity is allowed? Or is copying another brand the norm now? Very dissapointing

kathrin9674
kathrin9674
6 years ago

Firstly I saw them I thought: oh Lord, hell of a NO. But they are growing on me. I just wished they wouldn’t have mixed that many details. The wavy bags are sweet on its own and the rainbowlogo is sweet on its onw. Combined.. nope.

mochiblure
mochiblure
6 years ago

Cannot unsee the butt shape now o.0

Daria
Daria
6 years ago

oh god these are terrible. pity the fashion victim that goes for them

Jennifer McGee
Jennifer McGee
6 years ago

Is it me or do these look a lot like the Gucci Marmont bags, but not as nice?

P
P
6 years ago

Honestly, when only saw the picture I thought this was going to be an article about fake bags, portrayed with a picture of a bunch of fake Gucci marmot bags on which someone had, by accident, put on fake LV-logos… Haha.

Oh well. That would have at least been amusing, these are kind of.. tragical? ‘ve always thought that the whole marmot line just looks like ripoffs of chanel’s chevron patterned bags, and now this? A rip off of a rip off?

Jerri R
Jerri R
6 years ago

Gawd what the hell are these? Do not like them at all. Remind me of the cheap knockoffs at swap meets where they got the brand names confused, and stuck on LV logos where it should have been GGs

SWB
SWB
6 years ago

I recently purchased a Gucci Marmont (red) & Chanel Boy Bag (chocolate brown) and find them more appealing “works of art”. The strap with the colorful letters make it look like a knock-off. A dark brown one would have caught my attention. Dark brown is a very rare color in high end leather handbags. LV should consider increasing the ability to customize the Neverfulls. Why not allow the ability to Hotstamp other patterns?

fran123
fran123
6 years ago

Gucci and Chanel had a baby…

Amy
Amy
6 years ago

They’re very Edina Monsoon. Lacroix, sweetie!

Shantel
Shantel
6 years ago

Ohhhhhhhh I love love those new GUCCI bags!! Lovely.

MamaK279
MamaK279
5 years ago

At the LV price point, I feel like I’d go for something else. These seem very childish to me, more for a 17 or 18 year old.

MamaK279
MamaK279
5 years ago

At the LV price point, I feel like I’d go for something else. These seem very childish to me, more for a 17 or 18 year old.

aosgrl
aosgrl
5 years ago

What is this? Gucci and YSL undercover? LOL!

Rizza Santos
Rizza Santos
5 years ago

I like the big black ones minus the colorful key chain. The rest are for younger people.

Muff
Muff
5 years ago

I do hope that those real voices will reach LV’s head office. Lately I asked to myself do I really spending my money for the quality products? And why do I need to carry things everyone has or see it everywhere like a Never Full……..same time I don’t appreciate the way SA’s service and attitude time to time. Is it still worth to spend my money on Louis Vuitton?

bagnut1
bagnut1
5 years ago

Those. Are. Hideous.

Sofia Papastamelos
Sofia Papastamelos
5 years ago

Anyone else instead mesmerized by the shoes the models are wearing xD I like the wallets but will pass on the bags.

Lena Larsson
Lena Larsson
5 years ago

Abandoning their canvas, which seems to be the direction they are heading in, will be the end of the fashion house. I wish they would just stick to what they are good at!

Cbo9710
Cbo9710
5 years ago

I never thought I’d see the day when Louis Vuitton would be trying so hard…this looks cheap!

chris
chris
5 years ago

I like the leather purse shapes & quilting. I even like the single large LV on the front. But I do NOT like the rainbow crayola crayon “Vuitton” on the shoulder pads/carrying handles. It looks like kindergarten art! what ARE they thinking??

Kevin Karl
Kevin Karl
5 years ago

Reminds me of a time when you went to Italy, Greece or Turkey and they still sold these really bad fakes. They sometimes also took the pattern of a completely other designer brand and put it on a other bag and you just giggled walking by…

Livo
Livo
5 years ago

I have never been fan of LV.

Kim
Kim
5 years ago

I saw those collection at LV store yesterday. Somehow I didn’t impress by bags but not a leather purse. Still Gucci is far better than those rainbow collection and looks better quality with Gucci. Plus more timeless but not for those Louis Vuitton design. Big pass!

highendforever
highendforever
4 years ago

Love this line, it grew on me after A few visits to LV and looking for new handbags and now I can’t get enough of them. Hope they keep all the colors for always. I agree, they’re not for everyone but I’m one of the lucky ones that can pull it off in my early 40’s, and I do own gucci marmot as well. Love them too, but It’s like saying all black blazers are the same- NOT.
thank you for this blog and everyone is entitled to their opinions so no hate here! Just a happy purse lover!