Masters LV x Koons 2017 Collaboration

[kkfiregirl]

From Paper Magazine:
By Beatrice Hazelhurst

You know your Aunty Trish? She's over 50 but wears a lot of hats and fur stoles and enjoys a nice pair of lime green capris. She's over 50 and considers herself "funky" and "in the art scene." She's not un-stylish, you can appreciate her for going out on a limb, always "mixing it up." Jeff Koon's new collaboration with Louis Vuitton is your Aunty Trish.

Now, the long-standing problem with statement handbags is that they are still accessories, which means they accessorize your actual outfit. It's difficult to wear a patterned handbag, certainly, but do you know what's really freaking hard? To adorn your body with leather, screen-printed with the damn Mona Lisa, but that's what Louis Vuitton and Jeff Koons want you to do with their new collection Masters.

The goal of the collection was to, apparently "eradicate elitism" (although if spending four grand to on something that holds your things doesn't say elite, what does) and Louis Vuitton CEO told The Times the brand expects "pushback" for taking the greatest art ever created and putting it on bags.

"People are going to be upset about the sacred entering the realm of the profane," he said. "But we like to do things that can be perceived as politically incorrect. If we are getting flak, we think we are doing something right."

Alrighty, then. Well at least we all know what Aunty Trish's birthday present will be this year.

Well to be fair, I think the elitism they are trying to eradicate (not sure haven't read the article). is one where only the wealthy can have access to owing these paintings.

By putting them on a bag, your average gal making $60K yearly can save or budget & afford one.

There's good meaning behind the project & I like that.

It's certainly caused as all to think.

 

[fabuleux]

I also highly recommend the play "Art" by Yasmina Reza (Tony Award Winner!).

 

[kkfiregirl]

What is "art"?
Let the great minds of TPF finally debate that age-old question.

'Art' is a beautiful bag charm on a speedy.

 

[mrceral]

What is "art"?
Let the great minds of TPF finally debate that age-old question.

I've loved art since I visited the Louvre as a little girl.

I don't get the Koons thing but ¯\_(ツ)_/¯

 

[niveK]

Arguing over what is and isn't art is not an argument anyone can win.

Following the Koons model, you can buy a Mona Lisa bag and give her a magic marker mustache and call it art.

This is no less valid than what he's done. He's taken someone else's work and slightly altered it

Or you can copy any classic book and change the last 5 or so pages. Oh wait....thats called plagiarism.

 

[3Wonders]

What is "art"?
Let the great minds of TPF finally debate that age-old question.

And while we're at it... Why did that chicken cross the road? (;

 

[kkfiregirl]

I don't really mean the price tag. I just saw so many negative comments--> people seem hate this collection more than love it. There are so many things from LV that I did not like but I don't think I should say something like they are a joke, cheap or ugly...they are just not for me. It happened the same with Ramage collection, I bought one speedy and still love it, even though I don't use it often.

I think it's a cultural difference, to be honest. It may seen a little harsh/jarring when people use strong negative language, but please don't take it personally!

Enjoy your new item.

 

[Redenkeew]

If LV is experiencing record profits this year, I'd be interested to know how much of the profits can be attributed to the collaboration collections such as Koons and Supreme, and how much can be attributed to the fact that LV has released almost every bag and wallet in some pink variety such as RB that almost everyone on this forum is crazy about.

2 things:
- LVMH never publicly break down profit by brands, much less by collections. Although I "trust" that LV's executives are "smart enough" to know what works and what doesn't.
- I think a lot of people fail to see the different purposes collections like Koons and Supreme serve compare to seasonal collections like with the Rose Ballerine. Collections like Koons and Supreme, and especially Runways are created mainly for the buzz, PR purposes and also to enriched the company archival. The cost of organizing a runway show and advertising these special collections will always surpass the profit they generate as you can see the limited number of units produced. They are leaving money on the table as exclusivity is one of the alluring factors of luxury.

But then why do they still do it? To stay relevant and to be desired. If the consumer doesn't think a fashion brand is relevant, they will never buy anything else from the brand. So in a way, these special collections act more like a PR/Marketing cost. They drive foot traffic to the store, the customers who come in may not get the LE pieces themselves, but they will walk out with a piece of the Monogram or Rose Ballerine because those pieces fit their personal style more, which believe me, a lot of them will never know about unless they walk into the store.

 

[Shelly319]

Agree with the above comments that this collab is gauche and tacky. Sorry but I agree with Kate2828. Art is not subjective in the sense that you cannot call mass produced items for consumer consumption art. I also would not call a dot on a piece of canvas art. Perhaps during the time of the Dadaists but not now.

 

[leechiyong]

'Art' is a beautiful bag charm on a speedy.

Hero

 

[Sonmi999]

Well, it's a good thing no one on this thread is really truly entitled to say what art is and isn't, then.

 

[niveK]

2 things:
- LVMH never publicly break down profit by brands, much less by collections. Although I "trust" that LV's executives are "smart enough" to know what works and what doesn't.
- I think a lot of people fail to see the different purposes collection like Koons and Supreme serve compare to seasonal collections like with the Rose Ballerine. Collections like Koons and Supreme, and especially Runways are created mainly for the buzz, PR purposes and also to enriched the company archival. The cost of organizing a runway show and advertising these special collections will always surpass the profit they generate as you can see the limited number of units produced. They are leaving money on the table as exclusivity is one of the alluring factors of luxury.

But then why do they still do it? To stay relevant and to be desired. If the consumer doesn't think a fashion brand is relevant, they will never buy anything else from the brand. So in a way, these special collections act more like a PR/Marketing cost. They drive foot traffic to the store, the customers who come in may not get the LE pieces themselves, but they will walk out with a piece of the Monogram or Rose Ballerine because those pieces fit their personal style more, which believe me, a lot of them will never know about unless they walk into the store.

I understand exactly what you are saying, but it's hard to juxtapose that with quotes from the CEO about "eradicating elitism" and "liking to do things that can be perceived as politically incorrect. If we are getting flak, we think we are doing something right."

If LV wanted to "eradicate elitism", there are other ways to do so.

Creating limited editions that are higher priced and often harder to obtain is pretty much the opposite of "eradicating elitism". I think it actually creates it and that seems to be exactly what they want, regardless of what they say.

 

[kkfiregirl]

I understand exactly what you are saying, but it's hard to juxtapose that with quotes from the CEO about "eradicating elitism" and "liking to do things that can be perceived as politically incorrect. If we are getting flak, we think we are doing something right."

If LV wanted to "eradicate elitism", there are other ways to do so.

Creating limited editions that are higher priced and often harder to obtain is pretty much the opposite of "eradicating elitism". I think it actually creates it and that seems to be exactly what they want, regardless of what they say.

Can you give some examples of other ways LV can eradicate elitism?

 

[niveK]

Can you give some examples of other ways LV can eradicate elitism?

Sure.

Sell your product like most retailers. and make it available to anyone that wants it.

You can scan these boards any time and find a thread about how "common" the Neverful is and the question if others thinks it's a good investment.

Louis Vuitton is selling elitism at every turn. It's their stock in trade.

No sales, no discounts, items that are artificially "limited", astronomical pricing etc....these are all there to make you feel as if you have won some sort of prize by capturing the "last pochette metis" on the west coast etc.

There is even a thread asking if you carry LV for the "status". If there were not some elitism involved...would LV even have "status".

There was also a thread about LV being considered a "secretary's bag" in Asia. Apparently, some think there is not enough elitism.

 

[mrceral]

Snip.

LV is stil a bit more accessible than some other luxury retailers, though. I live where there is no Celine and when I wanted one I couldn't even figure out how to buy one, LOL! LV at least has an e-commerce presence and heck they even have a store in unimpressive Florida town! (I'm not disagreeing with what you said, however.)