LOUIS VUITTON - LOOKING BEYOND THE LUXURY

 

Whilst I confess to being rather fond of life’s little luxuries, in the main, I am largely oblivious to the desire for the flash designer labels, expensive jewellery and top of the range cars that are the envy of many. Quite the reverse in fact; I get a secret thrill from driving a battered £300 car with mismatched wing mirrors, which, despite me driving up to 100 miles a day, still passed its MOT this year.  

When I do have money to spare, I tend to splash out on ‘experiences’, travel to far flung shores (when allowed) and fabulous food and wine. These things are not for public consumption through social media; more a matter of memories that linger long after the event, to be treasured. 

Synonymous with luxury is of course fashion house Louis Vuitton, now part of the LVMH conglomerate, formed after a merger with Moët Hennessy in 1987. Frequently touted as the world’s most valuable luxury brand, it is also one of the most counterfeited brands in the fashion world, due to its image as a status symbol. 

What piqued my interest this week, is that August 4^th was the 200^th anniversary of the birth of its founder, Louis Vuitton Malletier. Like many household names that we associate with wealth and luxury, his beginnings were of humble origin. 

Vuitton was born in 1821 at Anchay, in the Jura region of France, into a family of craftsmen. His mother, who died when he was just 10 years old, was a hat maker, and his father died not long afterwards.  

Life with his step-mother was difficult so, at the age of 13, he left home and travelled to Paris, doing odd jobs along the way, arriving in 1837 at the height of the Industrial Revolution. There, he apprenticed under Monsieur Marechal, a successful trunk maker and packer, and gained a reputation amongst Paris's more fashionable class as an expert at his craft.  

When the French Empire was re-established under Napoleon III, Vuitton was hired as the personal trunk maker and packer for the Empress of France, who said that he "packed the most beautiful clothes in an exquisite way." It was this introduction to society’s elite that proved to be the gateway to influential clients who provided him with work for the rest of his career. 

After marrying 17-year-old Clemence-Emilie Parriaux in 1854, Vuitton opened his own trunk making and packing workshop in Paris. Signage outside proclaimed that he "Securely packs the most fragile objects. Specialising in packing fashions." 

Inspired by H.J. Cave & Sons of London, the introduction of his stackable rectangular canvas trunks, secured his future reputation at a time when the market had only rounded-top leather trunks. The demand for his designs was such that he was soon able to expand into larger premises. 

The original check pattern shellac embedded canvas, a man-made material made of plain-woven fabric, was named "Damier", a French term for "checkerboard". 

Vuitton also designed the world's first pick-proof lock; all lock patterns were registered with the owner's name, and safely kept at Vuitton's workrooms in case another key was needed.  

By 1871, as a result of the Franco-Prussian War, Vuitton’s business was in serious trouble, as demand for his goods fell. Many of his tools were stolen and his staff had deserted him. 

Not one to give up after such a tough start in life, he erected a new shop next to a prestigious jockey club in the heart of Paris, securing his future prosperity.  

In 1872, Vuitton introduced a new line, featuring beige monogrammed designs with a red stripe that remains a signature of his brand today, long after his death in 1892. 

One of the few luxury items I do possess is a small Louis Vuitton handbag, a present from my brother around 30 years ago, which I treasure, in no small part because of the story behind its maker.