In 2017, the famed French fashion house, Louis Vuitton , and New York-based streetwear brand, Supreme , collaborated to create one of the most hyped collections in history. The two fashion powerhouses effortlessly blended their recognizable logos and colors to create covetable jackets, hoodies, sneakers, and leather goods with resale prices of up to $25,000 USD. While Louis Vuitton had shied away from defacing its iconic LV monogram for decades, the house's former Men's Artistic Director, Kim Jones, persuaded them to change their ways.
The Louis Vuitton x Supreme collaboration marked the beginning of a shift in luxury fashion towards streetwear. Instead of couture ball gowns and bespoke tailored suits, customers were shopping for limited-edition sneakers and logo-covered casual clothing. Thanks to social media, celebrity influencers, and a growing streetwear market, consumers' values were shifting towards exclusivity and authenticity. After the success of the collab, Louis Vuitton has now turned its focus almost entirely towards streetwear, hiring Off-White Creative Director Virgil Abloh as their current Men's Artistic Director.