Louis Vuitton Debuts New Capsule for 37th America’s Cup
Louis Vuitton returns as the title partner for America’s Cup — the oldest international competition of any sport — and the brand is celebrating its prestigious sailing partner with plenty of festive fanfare: ready-to-wear, accessories, and bags for men and women. Weaving between classic, sailing-style dress codes and the playful savoir-faire that made Louis Vuitton a powerhouse, the capsule collection radiates authenticity and audacity. Ahead of the launch on July 18th, here’s a sneak peek.
Symbols string the capsule together, spritzed over models and mannequins, shimmering from rack to shelf. Graphic Vs — which may as well stand for ‘vibrant’ — pop up all over the collection, flitting from red frames to white and navy. It’s an effortless callback to the America’s Cup logo designed by Gaston-Louis Vuitton, which features a bold, black V against three flat and flashy triangles of blue, red, and white — fitting colours for the French-American affair.
In fact, these three colours form the basis for the palette of Louis Vuitton America’s Cup; the capsule augments simple blue shades with deep navy denims and accents crisp white colours with creamy lowlights. Radiant and recognizable, the capsule parallels the high-powered palettes of classic sporting dress codes.
Pietro Beccari, President and CEO of Louis Vuitton, says the capsule reflects an audacious, energetic pulse that rivals the sailing competition. “Port Vell of Barcelona will be the setting for a display of elegance and power, where teams will compete with boldness, talent and mastery on increasingly innovative yachts,” says Beccari. “These values equally reflect the spirit of Louis Vuitton and its artisans.”
When ‘Louis Vuitton spirit’ manifests, it’s a theatrical and thematic affair. Three categories compose the capsule: the technical pieces are called “Riding the Waves,” while “A Day on the Deck” refers to attractive active-wear. Yet it’s the formal “Elegant Summer Evening” attire that’s most recognizably Louis Vuitton. Each yacht-worthy garment is crafted to reflect the occasion, but they’ve got a timeless sense of sophistication, too. There’s a concurrent, complementary dance between long-held tradition and contemporary craft. High-quality construction bestows a subdued, enduring elegance unto even flashiest silhouette.
The Maison’s contributions aren’t confined to the dressing room, however. This year, Louis Vuitton takes an unprecedented step, crafting two bespoke Trophy Trunks at the historic Asnières atelier. The first will carry the Auld Mug — a dazzling silver ewer that has been awarded to the winner of the America’s Cup since 1851 — while the second transports the Louis Vuitton Cup, a 1983 creation presented to the winner of the eponymous competition.
Grant Dalton, CEO of the America’s Cup Event, has high hopes for this year’s competition. “We are working every day to make the Louis Vuitton 37th America’s Cup Barcelona the most exceptional ever,” Dalton says. “By bringing its name and its spirit to the event, Louis Vuitton is once again part of our pursuit of excellence.”
The Louis Vuitton 37th America’s Cup Barcelona capsule collections will be available in-store and online starting on July 18th, 2024.
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