In the highly-saturated field of fashion, Louis Vuitton has created an internationally-recognized symbol of luxury. Founded in 1854, the brand has been able to transform from its roots in travel to a contemporary luxury fashion house. A key component to this success has been through the creation of the monogram in 1896 and the methods in which the figure has been marketed. This dissertation aims to display how Louis Vuitton is a pioneer for luxury fashion, effortlessly displaying how heritage branding can be transformed to modern day society, increasing consumption and popularity. The monogram is an essential part of the blueprint of the brand. To allow insight into the heritage workings of the brand, there is an exploration into primary sources directly from Louis Vuitton contrasted against cultural and fashion theorists. By focusing upon this material, there is an authentic understanding of production and design as well as the theoretical understanding of its global significance.
Heritage creates the foundation of both Louis Vuitton and this project. This historical consideration is essential to the later discussion of how the monogram can be transformed through both artistic collaboration and its adaptation to modern society. Through visual examples of these adapted forms in history, the relationship between consumption and the contemporary monogram is examined. This study demonstrates these changes through ideas of social media and how the online presence of the monogram alters the way we purchase luxury goods.