The Alma Bag

U Magazine - - EXPOSURE -

The iconic bag by Louis Vuit­ton is now avail­able in a va­ri­ety of breath­tak­ing col­ors. Struc­ture, el­e­gance, char­ac­ter – such is the na­ture of this Louis Vuit­ton clas­sic. De­scended from a col­or­ful and charis­matic lin­eage, the Alma bag has long since made a name for it­self. It’s about time we told its story.

The Alma, whose bold ar­chi­tec­tural lines re#ect the in#uence of the Art Deco move­ment of the 1930s, is per­haps the most quintessen­tially Parisian of Louis Vuit­ton icons. Cre­ated as the “Squire Bag” by Gas­ton-louis Vuit­ton in 1934, it was also re-in­ter­preted and known as the “Champ­sElysées” in 1955 be­fore be­ing named the “Alma”, a$er the el­e­gant, tree-lined square – pro­longed by the bridge of the same name – where the Av­enue Mon­taigne meets the Seine. "e most struc­tured of the iconic Louis Vuit­ton hand­bags, the Alma was cre­ated in Epi leather in 1985, as the !rst col­ored leather line of the House. Ubiq­ui­tous in the 1980s, its graphic grain looks more mod­ern now than ever. Now es­tab­lished as a sig­na­ture of the House, Epi leather was the only fem­i­nine leather line co­ex­ist­ing with the Mono­gram can­vas for more than 10 years. In the latest Sprit of Travel cam­paign, this iconic bag is cel­e­brated in tune with scin­til­lat­ing na­ture – hav­ing ex­plored nearly ev­ery color of the rain­bow, the Alma is now avail­able in a va­ri­ety of new col­ors rang­ing from aqua, to desert and for­est hues.

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