the Dichotomy of Luxury: Louis Vuitton & Gucci

  • Ive always been attracted to graphic design and its role in the fashion industry. Coco Chanel once commented, In order to be irreplaceable, one must always be different. Established brands must change in order to grow, but with change comes risk, the risk of losing tradition to gain the avant- garde. How does one integrate tradition and innovation in contemporary times without conflicting with a visual style that has achieved global success? Balance is key. Louis Vuitton and Gucci, the most powerful fashion houses in the world, have altered their brands, playing with color, pattern, and photography, to expand and gain new customers.