Yesterday afternoon we watched a documentary film on Marc Jacobs and Louis Vuitton. Although the filming of the documentary was trying to add un-needed humour and animation, it was extremely insightful into the ongoings of a fashion label. It mainly focused on Marc Jacobs as a designer for Louis Vuitton and his own brand that he set up when he was 20. However it also informed the viewer of Marc Jacobs as a brand.
Marc's a creative soul through and through. He spends hours upon hours in his studio before an approaching Fashion Week and I admire his visions and thought process. It's obvious he's not afraid to make mistakes- chaos interests him and I found it exciting to see his innovative ways to create a new look for each season by bleaching beautifully embroidered clothing, as well as burning and cutting holes in finished garments. This process concludes with the "biggest social event in USA"- the Marc Jacobs show at NYFW. I admire that he's modest about his work although also critical, however this makes him likeable.
The branding of Louis Vuitton is extreme. Marc Jacobs sprawled the emblem over entire bags and this helped make it an iconic and desired brand, "the Ralph Lauren of the 21st Century". Money seems no object for the brand as LVMH doubles in size every five years. This brings the brand to do radical things to gain new customers in new parts of the world. For example, in Tokyo they set up an exact copy of their last fashion show inviting all of Japan's major celebrities and dressing them head to toe in Louis Vuitton. An extravagant party was thrown afterwards where "they laughed and danced" all night, as well as drinking 1000 magnums of French Champagne. To most other brands, this may seem extreme but for LVMH it's affordable and worth their while.
Before watching this documentary film, I didn't know much about Marc Jacobs as a person, just that he designs incredible clothing. This documentary has interested me into doing more research into the designers behind the brand. What's their inspirations? What's the process of designing their newest collection? Are all fashion houses as rushed as Marc Jacobs?
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