LV's collaboration with Takashi Murakami is back again

Luxury goods stores are once again seeing long lines.

At the beginning of 2025, LV collaborated with contemporary art master Takashi Murakami to launch a replica series, reigniting enthusiasm in the global fashion industry.

The LV pop-up space debuted on Julu Road in Shanghai, quickly becoming a popular spot for social media check-ins. Simultaneously, this event was also held in London, Milan, New York, Seoul, Singapore, and Tokyo.

According to Wall Street News, there were two types of queues at the scene: one for online reservations and one for walk-ins, with online reservations already fully booked, and the average wait time for walk-in customers exceeding one hour.

Additionally, some popular bag styles require advance reservations. LV sales associates indicated that many collaborative items were sold out before their release, and those wishing to purchase them now may need to wait two weeks.

This is not the first collaboration between LV and Takashi Murakami.

In 2003, they launched their first collaborative series "Monogram Multicolore," which quickly became a landmark event in both the fashion and art worlds, and was described by British Vogue as a collaboration that "defined the millennium."

At that time, the collaborative "Multicolore" became a phenomenon of the millennium, with sales exceeding $300 million in just one year. Even after being discontinued, many people continued to use or collect it, turning it into a financial product of sorts.

In recent years, many consumers have viewed luxury goods as investments rather than just fashion symbols. As one of the most collectible series in LV's collaboration history, the LV and Takashi Murakami collaboration has remained highly sought after in the second-hand market, with a small bag that originally sold for 5,000 yuan fetching up to 10,000 yuan in resale.

For many consumers born in the 80s and 90s, the first collaboration between LV and Takashi Murakami in 2003 was a fashion awakening.

At that time, the collaborative series quickly became popular, representing the style of the millennium. Today, this demographic has become the main force in the consumer market, and this replica series has evoked their nostalgia for classic designs, making them more willing to pay for these memories.

Therefore, this collaboration returns as a top trend. The Louis Vuitton x Murakami collaboration series is defined as a "replica," so there isn't much new in the design; the main elements are mostly those from back then, still focusing on the "Multicolore."

Takashi Murakami reimagines the brand's classic brown monogram pattern into a vibrant and colorful design using different colors. Since the Multicolore pattern uses a total of 33 colors, it is commonly referred to as "Multicolore."

Murakami is known for his "super flat" style, and his works are filled with childlike fun, vibrant colors, and cultural reflections.

The collaboration between LV and Takashi Murakami completely changed the traditional model of luxury brands collaborating with artists, pioneering the fusion of fashion and art. Since then, cross-border collaborations have become a trend.

Previously, Yayoi Kusama also designed a series of handbags for LV featuring her iconic polka dot elements, which garnered significant attention and popularity at the time.

In the face of numerous challenges in the luxury goods industry, with a sluggish consumer market and significant pressure on performance growth, luxury companies are striving to win back consumers The formal restart of collaboration with contemporary artist Takashi Murakami may be a new initiative for Louis Vuitton (LV). From the sales results, this collaboration has also been very successful, with many styles sold out across the internet.

Consumers purchase luxury goods not only for their material value but also to satisfy emotional needs and spiritual pursuits.

By collaborating with artists, brands can imbue their products with deeper emotional connotations and cultural significance, allowing consumers to feel the emotional value and cultural concepts conveyed by the brand during the purchase and use of the products.

The luxury goods market has now entered a new normal phase of slow growth. To stand out in this highly competitive market, major brands must focus on predicting and accurately meeting the needs of young consumers.

For example, by opening pop-up stores or creating influencer-driven experiential activities, luxury brands can develop innovative content displays to reach this highly malleable consumer group and create a unique atmosphere rich in cultural attributes.

It is understood that this collaborative series is divided into two chapters, with the first chapter set to be released globally on January 1, 2025, featuring Takashi Murakami's iconic patterns and characters presented on over 170 pieces; the second chapter will debut in March this year, with design inspiration focusing on Murakami's classic spring cherry blossom pattern.

The global consumer market urgently needs fresh blood, and luxury brands must continuously explore new collaboration models and innovative strategies to meet the increasingly diverse needs of consumers. LV's exploration may provide some insights for the industry