What: The Louis Vuitton brand is no longer just a fashion label, as the LVMH conglomerate has created a multitude of initiatives which expand into food, hospitality, the arts and new product categories.

Why it is important: The Louis Vuitton name has attained a level of power and influence that allows the brand to successfully expand into other markets and categories, such as jewellery, sneakers, perfume, chocolate and hospitality.

Some notable initiatives have been:

• An ephemeral tearoom installed in the brand’s Lille boutique with Meert waffles,
• Two ephemeral restaurants in Saint-Tropez and Seoul with the starred chefs Mory Sacko and Alain Passard, respectively,
• A presentation of furniture and objects in Shanghai,
• A yearlong installation of ‘LV Dream’ housed in the brand’s Paris headquarters which will exhibit the brand’s collaborations with artists, a café, chocolate factory and gift shop.

In 2021, Louis Vuitton accounted for 27% of the world's number one luxury sales, whose turnover then reached 64.2 billion euros.

Louis Vuitton is becoming more than a fashion brand