Louis Vuitton x Yayoi Kusama: resale prices go wild

Launched globally on January 6, the Louis Vuitton x Yayoi Kusama collaboration is already a sold-out phenomenon.

Delphine Arnault, Louis Vuitton’s vice president who was recently appointed Dior’s new ceo has announced the release of more than 400 items. On its website, the French luxury house describes the collaboration as a celebration of “art, audacity and craftsmanship.”

 

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Louis Vuitton has gone all out to promote the new partnership. World-wide pop ups, Instagram filters and online games, Vuitton’s marketing budget seems to have no limit: “This is a combination of two powerhouses. She (Kusama) is probably one of the most recognisable artists working currently,” says Kamila Kilian, assistant brand manager at luxury perfume retailer The Orange Square Company. The digital campaign features a panel of celebrities led by model of the year Bella Hadid.  

The brand is also counting on pop ups to maximise the potential of the campaign, including one at Harrods. The pop up heavily features polka dots, a claw machine and even a patisserie counter; the social media fantasy of our Instagram generation.

 

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The enthusiasm for limited drops is still very much popular ten years after the first collaboration between the LVMH brand and the Japanese artist. Back in 2012, the collaboration was a real success, introducing Kusama’s work to the masses. A decade later, the artist’s signature motifs are still very popular, and generate even more attention now than it did back then, thanks to a tailored social and digital campaign.

For the owners of bags from the 2012 collaboration, now might be the right time to make a profit. Indeed, bags from this year’s collection are already reselling for more than double the original price, less than two weeks after release. A common practice in the second hand business that raises a question on investment, style and taste. The mini pochette, which retails for £775, was listed by luxury second hand brand Sellier for £1,650, available to purchase on their website or in their Monaco branch: “It’s just very aesthetically pleasing. I don’t think it has a huge artistic value,” says Kilian.

As lucrative as it might look, we can argue that the financial investment could override the emotional aspect of the purchase. In that case, Louis Vuitton x Yayoi Kusama could certainly become the it bag of the moment, but not a timeless piece for fashion enthusiasts, guided by their heart and not their head. Once more, this proves that the value art is not set by brands or artist but by what we are willing to pay. 

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