Louis Vuitton has unveiled a new fine jewellery collection for men, aptly named “Les Gastons Vuitton“. The 18-piece line is a captivating tribute to the founder’s grandson, Gaston-Louis Vuitton, and a celebration of the multi-faceted modern man.
Francesca Amfitheatrof, Louis Vuitton’s artistic director for Watches and Jewellery, describes Gaston-Louis as “interesting character and one not talked about very much.” Born in 1883, he wasn’t just an heir; he was an erudite inventor, a cultural magpie and a passionate collector whose contributions to the brand’s trunk archive remain invaluable.
Amfitheatrof paints a vivid picture of Gaston-Louis, not as a stern businessman, but as a man who embraced his inner child. He spent his youth immersed in books, developing a fascination with different cultures and a keen eye for collecting. This intellectual curiosity, combined with his playful spirit, manifested itself in unique ways. He organised toy-making workshops in Louis Vuitton stores and even hand-drawn intricate monograms in his personal diaries, displaying an elegant touch that transcended traditional masculinity.
It’s this very essence of Gaston-Louis – his creativity, curiosity and playful spirit – that Amfitheatrof wanted to capture in “Les Gastons Vuitton“. She envisions the collection not just for men, but for anyone who can relate to this multifaceted character. “We have a little bit of Gaston within us, the playfulness, this element of fun,” she says, breaking free from the confines of gender expectations.
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The collection itself is a testament to this inclusivity. Crafted in dark blue titanium, a nod to both raw denim and the classic navy of a timeless wardrobe, the pieces exude a subtle elegance. “The Creators” chapter features a puzzle ring and a pendant that doubles as a refillable draftsman’s pencil, celebrating Gaston-Louis’ inventive spirit. “The Collectors” presents masculine staples such as Cuban link bracelets and signet rings adorned with the iconic monogram flower and logo, subtly weaving the brand’s heritage into the design. And “The Curious” pays homage to Louis Vuitton‘s famous suitcases with miniature versions containing diamonds, adding a touch of whimsy and intrigue.
With prices ranging from €1,900 for a single stud to €145,000 for a diamond-encrusted necklace, “Les Gastons Vuitton” offers a range of options to suit different tastes and budgets. But its true value lies in the message it conveys. It’s a reminder that masculinity is not about stoicism or rigidity; it’s about embracing individuality, expressing creativity and finding joy in the world around us.
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©Photo: Louis Vuitton
