Louis Vuitton’s new Pure V high jewellery collection

Louis Vuitton has always mastered the art of blending tradition with innovation, and its latest high jewellery drop is no exception. This year, the Maison elevates its Pure V collection with eight dazzling new creations, reimagining the iconic V motif in bold volumes of white gold and shimmering diamonds.

The story behind Pure V begins with Gaston-Louis Vuitton, grandson of the House’s founder and a passionate collector of decorative arts. His affinity for geometric lines and minimalist aesthetics informed the brand’s visual identity, including his personal monogram: the three-color V.

That abstract aesthetic, born from optimism and forward-thinking creativity, later became the foundation for Louis Vuitton’s Acte V High Jewellery collection, launched in 2014. In 2021, the V returned once more, and this time as Pure V—a sleek reinterpretation set in white gold and diamonds.