As the fashion industry descends on Paris this week for the haute couture shows, one of its first stops will be the Louis Vuitton jewellery boutique, a 160 sq m store opening today on Place Vendôme that represents the trend of the moment: a move by companies that specialise in “soft” luxury goods into “hard” luxury.
Versaceyesterday launched its first high jewellery collection, the one-off couture version of fine jewellery. In March, Salvatore Ferragamointroduced a fine jewellery line. Similarly, Bottega Veneta, Hermès, and Ralph Laurenhave all moved into fine jewellery in the last few years, following the lead of Gucci, Chaneland Dior.
Hamdi Chatti, director of Louis Vuitton Watches & Jewellery, said the Vuitton brand extension, which began 10 years ago, was driven by consumer requests. Now the brand is looking to open standalone stores in cities from New York and London to Hong Kong. “We intend to be a true player in this area.”