11 Mar '13, 9pm

INTELLIGENCE | What does it mean when Louis Vuitton shifts focus from the logos on which its success has been built?

INTELLIGENCE | What does it mean when Louis Vuitton shifts focus from the logos on which its success has been built?

PARIS, France — At last week’s Louis Vuitton show, all eyes were on Kate Moss, as she walked down the runway in a long-sleeved embroidered tulle dress and a choppy short black wig. But while the Croydon-born supermodel was certainly attention-grabbing, a more interesting surprise was tucked into the show notes that awaited each guest. There, hidden between celebrations of the house’s savoir faire and high quality materials was this sentence, penned by Vuitton’s creative director Marc Jacobs: “The house’s Monogram and Damier canvas are nowhere to be seen on the catwalk.” Especially in light of the label’s two-tone, checkerboard Damier-inspired showing last season, the disownment of two of the brand’s most recognisable visual signifiers seemed like an about-face. But rather than being a seasonal whim on Jacobs’ part, the shift reflects a new strategy outlined earlier this ye...

Full article: http://www.businessoffashion.com/2013/03/has-logo-fatigue...

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