The iconic Louis Vuitton Alma bag has made quite a name for itself in its over 20 years of existence, becoming a beloved choice for handbag lovers. Though this bag was introduced in the 90s, its roots actually date back to the 19th century with a design by Gaston-Louis Vuitton called the Squire bag. In 1992 the Alma was born, introduced originally in Monogram canvas, it was the perfect combination of elegant and functional, and we still know and love it as such to this day.
Since its birth almost 3 decades ago, the Alma has been reimagined countless times, including reinterpretations by collaborators and friends of the brand like Stephen Sprouse and Takashi Murakami. However through it all, the Alma remains the perfect bag—an ideal mix of timeless style and effortless functionality.
Characterized by its structured bottom and curved zip-top, the Alma once again takes center stage at Louis Vuitton appearing in Epi leather in a wide variety of bold rainbow colors this spring. Louis Vuitton brings the revamped Alma BB to life in beautiful new campaign images shot by legendary photographer Steven Meisel.
The images showcase the new Alma BB in stunning shades of yellow, pink, blue and orange with a cool new addition: a matching embroidered jacquard strap that can be completely removed. The strap features Monogram flowers on one side and a bold Louis Vuitton logo on the other. This fresh new detail brings the Alma to life, creating a fun juxtaposition between the bold hues and the bag’s classic shape. The new Alma BB retails for $2,180 and is available now via Louis Vuitton.
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I have to agree with your comment. The colors and straps are great. But it’s still a dated bag. I think they should have come up with something new for this campaign. Similar, but different.
Beautiful art direction. Love the middle dress in 5.
The colors are fun! My favorites are the blue and caramel in #3. They are beautiful and perfect for Spring!
The alma is older than 30 years. It was designed by Louis Vuitton for Coco Chanel in the 20s-30s
The roots of the Alma do go back to the 30s, but the Alma as we know it today was launched in 1992. You can read more info here: https://eu.louisvuitton.com/eng-e1/articles/all-about-alma
Kaitlin is correct. The “Alma” was launched as such in the early 90s. The older models (including the one made for Chanel) were significantly different in design and had other names.
Love the seasonal colors on this classic bag! And the soft wide strap is a welcome addition in my opinion. ??????
I always thought the Alma BB was best in Epi and these colours are scrumptious! My only hope was that they would also include a regular (adjustable) strap in addition to the canvas strap if we wanted to switch it up from casual to more dressy. I’ve always loved the Alma BB in Epi and never pulled the trigger because the regular strap was too long but this is a fresh younger take that I can definitely get on board with. I also love that it’s silver hardware, bravo LV !
Alma BB is now on the 2K range?? Is it because of the strap? I purchased my first Alma BB in Epi at 1030 usd and back then I thought it was expensive for a small bag.
I wish they would bring back the Alma MM in Epi. It’s such a great size for work. I’m over the BB size–I see it way too often because of influencer/YouTuber culture.
They added youthful straps and colors to a very conservative looking bag. Doesn’t work for me. These bags are the equivalent of middle aged women dressed in their teenager’s clothes desperately trying to look young. (I say this as a middle aged woman)
This fresh new detail brings the Alma to life, creating a fun juxtaposition between the bold hues and the bag’s classic shape.
Why only the BB? The Alma PM is a perfect everyday sized bag, let’s see more options for that! I am still debating about getting it in Amarante Vernis (but I shouldn’t have to buy the shoulder strap separately, grrr…). IMO, that’s the most classic version available today, despite the fingerprint/scratch issues. I would also like to see the return of the PM version in electric black.