French luxury brand Louis Vuitton unveils its collaboration with South Korean sensation, LE SSERAFIM. The famed girl group is now Louis Vuitton’s newest House Ambassadors, spotlighting an exclusive capsule collection of bags tailored for the South Korean market.
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The dynamic name, LE SSERAFIM, an anagram of “I’M FEARLESS”, resonates with the band’s robust ethos. Comprising KIM CHAEWON, SAKURA, HUH YUNJIN, KAZUHA, and HONG EUNCHAE, the group made its impressive debut in May 2022 with their EP titled “FEARLESS”.
This formidable entrance into the music industry saw them earning international applause for their distinct music style and captivating fashion choices. Their bond with Louis Vuitton was further solidified when the brand’s Artistic Director of Women’s Collections, Nicolas Ghesquière, invited them to his Women’s Prefall 2023 show in Seoul, where they later electrified the after-party with their live performance.
On this exciting collaboration, Nicolas Ghesquière commented, “I am very excited that LE SSERAFIM are joining Louis Vuitton as House Ambassadors. We met for the first time at my Prefall show in Seoul and I really loved the energy they brought to the afterparty with their performance. They each have such a unique style that together feels very cool and authentic“
These newly-appointed ambassadors shine brilliantly in Louis Vuitton’s current capsule collection. Drawing inspiration from the exquisite bags that graced the runway on Seoul’s iconic Jamsugyo Bridge, this collection encompasses revamped emblematic styles and ingenious iterations of the Maison’s classics.
Notable among the range are distinctive shades of the GO-14, a chic bag birthed by Ghesquière in 2015, which mirrors the intricate malletage cushioning of trunk interiors; the slant-designed Pochette Ecusson with embossed inscriptions; and a renewed Noé Purse, blending inspiration from the traditional Bok-ju-meo-ni bag, a symbol of prosperity.
The campaign artfully reconstructs the dramatic ambiance of the Prefall show, as the quintet confidently showcases these unique pieces amidst the bustling urban backdrop. In forging this partnership with LE SSERAFIM, Louis Vuitton heralds an exhilarating phase of creativity and global outreach.
