Soft Luxury, Hard Luxury, Louis Vuitton, Place Vendôme, Versace, Gucci, Dior, Chanel, Hermés, Salvatore Ferragamo, Bottega Veneta, Ralph Lauren

A dynamic trend in the luxury world is rapidly accelerating as, more ‘soft luxury’ brands are expanding their interests in ‘hard luxury’… also known as fine jewellery. Louis Vuitton opened their first standalone jewellery boutique at 23 Place Vendôme just last week (with New York, London and Hong Kong possibly in sight), following Versace’s launch of it’s first high jewellery collection. Of course Gucci, Dior, and Chanel were the first to capture the opportunity in this space years ago and Hermés, Salvatore Ferragamo, Bottega Veneta, Ralph Lauren were quick to follow suit in offering fine jewellery collections of their own. Now it seems 2 distinct categories are emerging: the burgeoning fashion branded fine jewellery and the already established heritage fine jewellery names. Both categories have big plans to build a presence in China, where analysts predict fertile market potential for all parties involved.

Above is the new and incredibly inspired Louis Vuitton collection called ‘Escale á Paris’. It not only commemorates the opening at Place Vendôme, but also plays perfectly into the story of the journey. The designs literally guide one through the glorious city of light, paying homage to the streets, boulevards and other architectural motifs and monuments of Paris – and of course it sparkles like it never has before. The video below shares a glimpse of the creative process, precision and craft behind the beauty that is ‘Escale á Paris’.

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