French luxury brand Louis Vuitton acknowledges its special relationship with India with a limited edition Divali collection.
French luxury brand Louis Vuitton celebrates its special relationship with India with a limited edition Divali collection.
YOU’RE probably doing a double take even as you read this. A Louis Vuitton Deepavali? Yes, French luxury brand Louis Vuitton is paying tribute to Indian culture and heritage by celebrating the Festival of Lights in its stores all over the globe this year.
Thanks to a collaboration with Indian designer and architect Rajeev Sethi, Louis Vuitton stores will be decked with elegant displays using traditional Hindu motifs.
Rajeev, who is renowned for giving a contemporary touch to traditional art, will use the famous Louis Vuitton trunks which he will specially craft and handpaint using special banana fibre paper. The idea is to get the insides of the trunks to glow, thus representing the gaeity and festivity of the celebration.
The brand’s Divali celebrations will commence on Nov 5 (Divali itself) and will run till December. This will mark the first time the label is celebrating a single common festival on such a grand scale.
The brand explained in a press release, that the celebration is to acknowledge Louis Vuitton’s special relationship with India which dates back almost a century.
As far back as the 1920s, Indian Maharajahs used to order elaborate and luxurious Louis Vuitton trunks. And, the tradition apparently lives on. Some of the brand’s most distinguished and exclusive clients still come from the sub-continent.
The first Louis Vuitton store opened in New Delhi in 2003 and in just seven years, the brand opened another four stores in other major Indian cities, the latest one being in Mumbai in January this year.
Louis Vuitton’s Indian connection was also apparent in a recent retrospective exhibition on India which was held in New Delhi and Mumbai.
The retrospective was done through an extraordinary collection of photographs and films, commissioned and collected by famous French humanist and philanthropist, Albert Kahn, last year.
As exciting and grand as the window displays are, the celebration doesn’t stop there.
Louis Vuitton is, after all, a fashion brand. As such, the label is re-editing 40 pieces from their summer and winter 2010 collections using fabric from authentic “vintage” saris Louis Vuitton stores will be decked with elegant displays using traditional Hindu motifs, thanks to a collaboration with Indian designer and architect Rajeev Sethi. sourced from Indian cities like Delhi, Mumbai, Bangalore and Madras.
The delicate fabric will be fashioned into skirts and shorts (two styles of each), dresses (three different silhouttes) and tops (four styles) at the exclusive Louis Vuitton readyto-wear workshop in Paris.
The outfits will be sold as limited editions exclusively in size 38 only. To top it all, the Louis Vuitton studio has come up with a brand new “Louis Vuitton fabric” featuring a mix of the monogram flowers and Indian traditional motifs just for the Divali limited edition collection.
The fabric, which comes in two colours, and in cotton and silk, will be used in three refashioned ready-to-wear pieces and a scarf.
The colours and textures of the fabrics are meant to play up the femininity and elegance of modern women. Louis Vuitton is re-editing 40 pieces from its 2010 collections using fabric from authentic ‘vintage’ saris. This limited edition collection is part of the brand’s celebration of the Hindu Festival of Lights, Divali.
East meets West: The Louis Vuitton studio has come up with a new fabric featuring a mix of the brand’s famous Monogram flowers and Indian traditional motifs for its limited edition Divali collection.