Louis Vuitton’s Dark Secrets
When you think of high-end fashion, the iconic LV monogram is probably one of the first things that pops into your head. This French powerhouse has a history that's way more interesting than just fancy handbags and expensive luggage. From its humble beginnings with a teenager walking across France to some pretty shocking modern business practices, the brand has plenty of secrets hidden in its designer trunks.
1. A Long Walk To Paris
Louis Vuitton started working at age 13 after walking away from home in the Jura Mountains to reach Paris. He traveled over 290 miles on foot while taking temporary jobs to pay for food and shelter along the way. Imagine walking for two years straight just to land your first job!
2. Personal Packer For Royalty
Before he became a household name, Louis was hired as the personal box-maker and packer for the Empress of France, Eugénie de Montijo. He was responsible for carefully wrapping her most exquisite gowns and traveling outfits for long journeys. You could say he got his big break.
3. The Flat Top Revolution
Round-topped trunks were standard before LV because rain would roll right off of them during long journeys. However, Louis recognized that flat trunks could stack and save precious space in trains and storage containers. As soon as everyone else flattened their tops, travel luggage was forever changed.
HM Revenue & Customs on Wikimedia
4. Unsinkable Reputation
There have been numerous rumors over the years claiming that Louis Vuitton trunks are so well-made that they can actually float. While the company doesn't officially market them as life rafts, several survivors of the Titanic disaster claimed their belongings stayed dry inside these airtight boxes. You've got to admit that's a pretty impressive endorsement.
5. Burning Leftover Stock
Companies will do some crazy stuff to avoid their products being sold at discount prices. Vuitton has been known to purposely burn their leftover stock each year. You won't ever see an authentic Louis Vuitton on sale; they simply destroy their goods rather than deal with resellers.
6. The Pickproof Lock
The French company created such an effective tumbler lock that they challenged Houdini to pick it. Harry reportedly declined the offer and suggested that their locks were commercially secure. Today, many of their luggage pieces still use the same recognizable lock design.
Valeriia Slobodeniuk on Pexels
7. Canvas Over Leather
Many people assume that the famous monogram bags are made of leather, but they're actually made from a specially coated cotton canvas. This material was chosen because it's incredibly durable, waterproof, and much lighter than traditional animal hides. You're actually paying thousands of dollars for a very high-tech fabric.
8. Fighting The Fakes
Louis' now-famous monogram print was created to stop counterfeiters from copying his look. Bootleg copies were such an issue that he designed a complex pattern that would be difficult to replicate. Ironically, the symbol that fights counterfeiting is probably the most counterfeited symbol today.
9. A Real Family Business
Even though the brand is now part of a massive conglomerate called LVMH, it remained under the direct control of the Vuitton family for generations. Five generations of the family actually worked in the company and helped steer it through two world wars and massive economic shifts. You don't see that kind of family longevity in many modern luxury brands these days.
10. The Asnières Workshop
Although pieces are manufactured all over, the original Asnières workshop is still alive and well today. All special orders and trunks are handled here, along with the family's old residence. There's even a small museum on site housing some of their original trunks.
11. Most Valuable Luxury Brand
For several years running, Louis Vuitton has been ranked as the world's most valuable luxury brand by various financial experts. Their brand equity is so high that the company is worth more than many small countries' entire economies. You're looking at a business that has mastered the art of turning a simple logo into a multi-billion-dollar asset.
12. No Wholesale Allowed
Walk into Macy's, and you won't find a single authentic Louis Vuitton bag on sale. They've never allowed their products to be sold at retail stores, meaning they have complete control of their image. By selling directly to the consumer, they keep prices high and customers dreaming.
Willian Justen de Vasconcellos on Unsplash
13. Collaborative Art
Under creative director Marc Jacobs, artistic collaborations became more commonplace. Modern artists like Takashi Murakami and Yayoi Kusama helped change the brand’s traditional aesthetic. Designing bright, humorous pieces helped attract new and younger consumers.
Jonathan J. Castellon on Unsplash
14. The Alma Bag Secret
Legend says that the famous “Alma” bag was created when Coco Chanel placed a special order with Louis Vuitton. Supposedly needing a smaller bag to match her more toned-down wardrobe, she approved LV to sell them to the public much later. Rumor or not, it's an awesome story regardless.
15. Indestructible Testing
Every single bag undergoes a series of brutal tests before it's allowed to hit the store shelves to ensure it lasts a lifetime. They're dropped repeatedly, zipped thousands of times, and even blasted with ultraviolet rays to make sure the color doesn't fade. You can rest easy knowing your bag can probably handle more wear and tear than you can.
16. Luxury Contraceptives
In an effort to raise money for AIDS research, the brand once released a "designer" contraceptive that was priced at nearly seventy dollars. While it was more of a provocative art piece than a mainstream product, it certainly got people talking about the brand in a new way. You have to give them credit for creativity.
17. The Papillon Shape
One of their most recognizable bag shapes, the Papillon, was launched in 1966 and was famously carried by the model Twiggy. Its cylindrical design was inspired by a butterfly, which is what "papillon" means in French. This bag helped transition the brand from a luggage maker.
18. Special Order Oddities
The brand will fulfill almost any custom request as long as it involves a trunk, including orders for portable coffee stations and even birthday cake carriers. One famous customer even ordered a custom trunk designed specifically to transport his favorite rubber duck collection. If you have enough money, why not?
19. Record Breaking Prices
Louis Vuitton created one of the most coveted streetwear collaborations in recent memory when they joined forces with Supreme. Articles were going for up to ten thousand dollars on the secondary market. Larger bags sold for over $100k at auction alone.
20. The CEO's Fortune
At the time of this posting, LV CEO Bernard Arnault is considered the wealthiest man on the planet. Much of his net worth comes from Louis Vuitton and its iconic branding. Just goes to show you, everyone loves a French logo.
