Video screenshots via Louis Vuitton
Not many fashion symbols age gracefully, and even fewer make it without a midlife crisis. Louis Vuitton’s Monogram has successfully done both, and the house is marking the milestone by releasing a short montage that traces how a practical design decision evolved into one of luxury’s most recognizable visual codes.
As shown in the video, the story begins in 1896, a period defined by faster travel and a surge in imitation. Louis Vuitton trunks were widely sought after and widely counterfeited. Georges Vuitton, the founder’s son, was tasked with protecting the family business. His response was not a lock or a label, but a surface.
Georges Vuitton combined the initials “LV” with a repeating arrangement of floral motifs, creating a pattern designed to fully cover the trunks and make copying more difficult and originals easier to spot. The influences behind it have been debated ever since, ranging from the tiled floors of the family home in Asnières to Gothic decorative traditions, but the result was clear: a graphic system meant to be seen and remembered.
Video screenshots via Louis Vuitton
At the turn of the 20th century, the Monogram moved from concept to production. By 1900, it was being stenciled onto coated canvas, sometimes rendered in color rather than the now-familiar brown and gold. This early flexibility set the tone for what would follow. It grounded the pattern as a working material that could adapt to different techniques and uses.
Another turning point arrived in 1959, when the canvas became softer and more pliable. This shift allowed the Monogram to transition from rigid travel trunks to supple bags designed for everyday use. By the 1960s, the print had spread across Louis Vuitton’s products and into public view. As photography culture expanded, so did the visibility of the Monogram, which appeared regularly in paparazzi shots of handbags carried by public figures.
Video screenshot via Louis Vuitton
In 1996, the Monogram reached its centenary and entered a new phase. Rather than preserving it behind glass, Louis Vuitton invited artists to reinterpret it. Collaborations with artists such as Yayoi Kusama and Takashi Murakami introduced color, scale shifts, and playful distortions, reinforcing the idea of the Monogram being a flexible platform rather than a fixed emblem. Fashion shows became another stage for its evolution, where the pattern was no longer just a surface but part of the narrative of each collection.
Apart from depicting the emblem as a portrait of longevity, the luxury house has used the video to announce that an anniversary collection is planned for January 1, 2026, extending the Monogram’s presence into its next chapter as it turns 130 years old.
[via Louis Vuitton]