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One of the world’s leading luxury brands, Louis Vuitton, has begun the new year with an experiment into unknown territory – launching a men’s fine jewellery collection. | Source: Louis Vuitton
One of the world’s leading luxury brands, Louis Vuitton, has begun the new year with an experiment into unknown territory – launching a men’s fine jewellery collection. | Source: Louis Vuitton

Louis Vuitton launches men’s fine jewellery collection

One of the world’s leading luxury brands, Louis Vuitton, has begun the new year with an experiment into unknown territory – launching a men’s fine jewellery collection.

The collection has been named ‘Les Gastons Vuitton’, a title with two meanings. ‘Les Garçons’ is French for ‘the boys’, while Gaston-Louis Vuitton (1883-1970) was the grandson of brand founder Louis Vuitton (1821-1892).

The 18-piece jewellery collection ranges from €1,900 ($AU3,110) for a trunk stud earring to €145,000 ($AU237,420) for a necklace adorned with white gold and 13 carats of diamonds. The Louis Vuitton monogram appears on several pieces.

Francesca Amfitheatrof, artistic director for watches and jewellery at Louis Vuitton
Francesca Amfitheatrof, artistic director for watches and jewellery at Louis Vuitton
"Men used to wear a lot of jewellery, and it’s now finally turning around. Men are much more adventurous and interested in jewellery."
Francesca Amfitheatrof, Louis Vuitton

Francesca Amfitheatrof, artistic director for watches and jewellery at Louis Vuitton, said men’s jewellery is an exciting emerging market.

“Men used to wear a lot of jewellery, and it’s now finally turning around. Men are much more adventurous and interested in jewellery,” she told Vogue Business.

“It’s a collection that unites a little bit of what we’re doing in womenswear as well as what we’re doing in menswear. It feels very fresh.”

The collection features titanium, and Amfitheatrof said it was a metal that suited the core themes of the collection well.

“Titanium is used in aerospace and has this ability to be a tough, dense metal, and therefore, when we laser cut into it, it feels really crisp. When we laser cut the monogram into it, it feels really modern,” she added.

Les Gastons Vuitton is available online and in a select number of Louis Vuitton stores worldwide.

Les Gastons Vuitton collection

More reading
Time for change: LVMH names new CEO of watch division
Slowdown: Jewellery sales ease for LVMH in third quarter
Money laundering: LVMH chairman under investigation
Succession: What does the future hold for LVMH?
LVMH benefiting from the retail rebound in Asia

 











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