The Color and Artistic Strategy in Louis Vuitton's Cross-disciplinary Collaborations: The Fusion and Innovation of Brand Traditions and Contemporary Art
Abstract
This study focuses on the color art strategy employed by luxury brand Louis Vuitton (LV) in its cross-disciplinary collaborations with contemporary artists and designers, exploring how the brand extends its image, reconstructs its aesthetic value, and disseminates global fashion culture through innovative use of color while retaining its traditional visual language. The paper analyses LV's approach from dual perspectives of color aesthetics and cultural dissemination, examining how the brand integrates artists' personal styles with its core identity through color, thereby creating collaborative collections with high visual distinctiveness and cultural significance. Using collaborations with artists such as Takashi Murakami, Yayoi Kusama, and Jeff Koons as examples, the study examines the application of color systems such as ultra-flat aesthetics, vibrant polka dots, and reinterpretations of famous paintings, analyzing how LV harmonizes the artists' distinctive visual styles with the brand's iconic beige, dark brown, and gold tones. Additionally, the paper examines the evolution of color schemes across different periods of collaborative collections to reveal the aesthetic trends and cultural strategies reflected in LV's cross-industry collaborations. LV has continuously adapted its color language to respond to contemporary aesthetic preferences and market demands. By analyzing social media feedback, brand sales data, and market trends, this paper also explores how color strategies influence consumer aesthetic perceptions and purchasing behavior, particularly the differences in acceptance between Asian and Western markets. This study contributes to understanding how luxury brands utilize color as a visual language to achieve the integration and innovation between tradition and modernity, art and commerce.
References
- Bourdieu, P. (2018) Distinction: A social critique of the judgement of taste. In Routledge eBooks, 141-150. https://doi.org/10.4324/9781315680347-10
- Huang, S. (2023) Research on marketing strategies and trends of Art Co-Branding in the contemporary fashion industry. Advances in Economics Management and Political Sciences, 55(1), 7-15. https://doi.org/10.54254/2754-1169/55/20230946
- Hardy, T., Schmitt, B. and Simonson, A. (1999) Marketing aesthetics: The strategic management of brands, identity, and image. Design Issues, 15(1), 81. https://doi.org/10.2307/1511791
- Lisica, C. (2005) Multiple dimensions of the superflat: The work of Takashi Murakami. California State University, Long Beach.
- Baudino, P., Richardson, T., Walters, R., Financial Stability Institute and Bank for International Settlements (2020) Cross-border resolution cooperation and information-sharing: An overview of home and host authority experience. Financial Stability Institute Insights. Available at: https://www.bis.org/fsi/publ/insights22.pdf
- G & Co. (2024) Louis Vuitton, a digital advertising & strategy case study. G & Co. Available at: https://www.g-co.agency/insights/louis-vuitton-advertising-strategy-case-study
- Torregrosa, M., Sánchez-Blanco, C., SanMiguel, P. and Del Río Pérez, J. (2023) Instagram: Digital behavior in luxury fashion brands. In Springer Proceedings in Business and Economics, 14-26. https://doi.org/10.1007/978-3-031-38541-4_2
- Carollo, E. (2025) Why the Japanese art market is one of the fastest growing in Asia. Observer. Available at: https://observer.com/2025/01/japanese-art-market-second-fastest-growing-asia-report/ (Accessed 7 January 2025)
- Harper’s BAZAAR (2017) The history of art according to Jeff Koons. Harper’s BAZAAR. Available at: https://www.harpersbazaar.com/culture/art-books-music/a12823707/jeff-koons-art-history/ (Accessed 12 October 2017)
- Zhou, X., Xiao, C., Yoon, S. and Zhu, H. (2025) The color of status: Color saturation, brand heritage, and perceived status of luxury brands. Journal of Consumer Research. https://doi.org/10.1093/jcr/ucaf029