“Emprise”, a savvy combination of distinction and style, an elegant release in line with all the rules of LV, an impenetrable black bracelet watch encircling a black quadrangular diamond-encrusted dial. This watch’s special feature, however, remains Louis Vuitton’s desire to represent both their heritage and their savoir-faire by embarking on a new journey. Watches may not be what Louis Vuitton is used to, but the dial’s geometry, subtly stamped with the brand’s initials, as well as the encrusted diamonds bring to mind the nails used by the artisan trunkmakers in the brands suburban Paris workshops.
With the femininity of this style, conveyed by its Art Deco structure, as well as its rigorously pure lines, Louis Vuitton is divulging a new facet of its historic DNA. Firmly anchored in its heritage, the trunkmaker is nevertheless resolutely current, as evidenced by their accompanying online mini video. A dark video, animated by design studio Surface to Air under the direction of photographer Raphael Gianelli-Meriano, set to the music of a rising star in the French electro scene, Gesaffelstein. It looks like the journey is just beginning for the LV monogram brand.
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