Louis Vuitton Launches Fine Jewelry Line for Men

Louis Vuitton is expanding its fine jewelry offering with “Les Gastons Vuitton,” an 18-piece collection with a masculine feel that celebrates Gaston-Louis Vuitton, the grandson of the house founder.

The new line is articulated around three personality traits of this “interesting character and was not talked about very much,” Francesca Amfitheatrof, artistic director watches and jewelry at Louis Vuitton, told WWD.

Born in 1883, he is best remembered as an erudite inventor, cultural magpie and keen collector whose personal collection of trunks contributed to building the brand’s extensive trunk archive.

“He had been a sickly child, so he spent a lot of time at home,” she said. “He started to study and educate [himself], and became fascinated with different cultures, expanding his mind and became a big collector.

“Since he was the third generation, born into a family that was already successful and established, he had a different approach to what he wanted to add to the family business,” she continued.

Describing him as a jokester and prankster, Amfitheatrof said Gaston-Louis Vuitton had brought a lightness to the family brand, making Louis Vuitton toys and holding play dates in-store. “He also had a very elegant hand and kept these journals we have in the archives with the most beautiful drawings [where] he did a lot of monograms and initials of people,” she added.

His interest in design and architecture led him to produce numerous objects including small cases, toiletry kits and other items, some even leading to patents. The more Amfitheatrof read about his life story, the more she found his character in alignment with today’s clientele.

“I found it interesting because Gaston is really similar to men today, who are in touch with their inner selves, don’t need to be macho, are interested in the arts, collecting, cooking — things that wouldn’t have been considered appropriate 20 or 30 years ago,” she said.

The name of the collection is a play on the Vuitton scion’s first name and “les garçons,” or “the boys” in French. Amfitheatrof wanted its plural form to reflect on the man’s multifaceted character but also that of its future wearers.

What’s more, she felt the creativity, curiosity and playfulness of his character made him a universal figure, gender irrelevant. “We have a little bit of Gaston within us, the playfulness, this element of fun,” she said.