Louis Vuitton announced the appointment of Virgil Abloh as its menswear artistic director today. As such, Abloh will become the latest designer to reinterpret Vuitton’s 122-year-old logo.
Abloh’s predecessor Kim Jones has had his way with the logo, too. Before Alboh there were Nicolas Ghesquière’s’s runway reworks, (Marc Jacobs’s before him), Takashi Murakami’s Pop-minded collaboration of 2003, Catherine Deneuve’s traveling trunks, and Dapper Dan’s knock-ups made in his boutique on East 125th Street in Harlem. But of course, how you know the monogram isn’t what matters—it’s that you know it. The interlocking L and V with floral pattern was designed by Louis Vuitton’s son, Georges Vuitton, in 1896 as a way to brand his nascent box and luggage business, and in the 120 years since, it’s become one of the most recognizable marks in the world.
Within the fashion arena, the LV monogram is having something of a resurgence. Since Ghesquière was named artistic director in 2013, the designer has made a point of incorporating it into his collections in new and novel ways—see: the floral-shaped heels of his Spring 2015 boots.
Here, a look back at the storied history of Louis Vuitton’s LVs.