Takashi Murakami and Pietro Beccari on tapping Y2K nostalgia with a campaign for the revived Louis Vuitton x Murakami collection featuring Zendaya.
is betting on a dose of Y2K nostalgia to perk up luxury consumers on New Year’s Day, when the reedition of its, spoke with WWD about reuniting more than two decades after the launch of the line that set the mold for collaborations between artists and luxury brands.
Items range from a notebook priced at 90 euros to the ultimate collector’s item: a made-to-order Malle Wardrobe trunk containing 33 Speedy bags . , were an instant hit, worn by “It” girls like Paris Hilton, Kim Kardashian, Jessica Simpson and the fictional queen bee character Regina George in the cult movie “Mean Girls.
“Before it was announced publicly, Pharrell and Pietro and I met at the Louis Vuitton office,” he recalled. “He’s just been very, very kind, and I felt like we had a really great vibe together.”When Murakami requested the use of a Vuitton Monogram Multicolore trunk to display alongside his “Flower Parent and Child” sculpture at the Kyoto Kyocera Museum of Art last year, Beccari immediately agreed.
“Art is a medium that carries on after the artist dies, and fashion also grows once the story, the narrative, is woven throughout history, so there’s a time factor to this. So I thought, if I created the entryway towards this monogram world for the children, a really young audience, that would be nice,” he explained.
She also appears in two short films. In a teaser, Murakami sends a retro-style flip-top mobile phone from his hometown of Tokyo to New York, where Zendaya opens it to release the reedition characters. The second video shows her playing and dancing with the cartoon images against the campaign’s backdrops. A model walks down the runway at the spring 2003 Louis Vuitton show in Paris. with a 4.
To reignite Asian demand, the collection is launching first in Japan and China, where it will be available for preorder on Friday ahead of arriving in stores on Jan. 1. In the rest of the world, it will be available for preorder on New Year’s Day, and in stores on Jan. 3. The colorful pop-ups, loosely inspired by Tokyo’s famous pod hotels, will open in early January in New York City, London, Milan, Tokyo, Seoul and Singapore, and will stay open for three weeks.
The café spaces offer drinks and baked goods in dedicated packaging, while the vending machines are an opportunity to snag collectibles. “That itself was something quite exceptional at the time — offering exclusive products and even Murakami’s paintings, marking a unique fusion of art and commerce,” the executive noted.
It did, however, turn him into a celebrity in Japan, where he would be stopped in the street by fans of his Vuitton collections.
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