As we enter fall, Louis Vuitton is releasing its seasonal collection. There’s enough of incentive to visit your local LV store with the accessories and NIGO collaboration, but the luxury brand is sweetening the pot with a dozen limited edition necklaces, available in select locations across the world.
Virgil Abloh’s idea for LV has been heavily reliant on pop-up shops. In fact, it has been heavily reliant on travel in general, even staging worldwide runway events during the COVID-19 pandemic.
It’s a clever strategy for engaging the worldwide Louis Vuitton audience by bringing attention to the company’s flagship stores and increasing foot traffic. Why buy online when you can travel to your nearest LV store and check out the items in person?
The new LV Chain Links Necklace “Around the World” tour has a similar goal.
A dozen cities, including Chicago, Tokyo, Dubai, Los Angeles, London, Seoul, Chicago, Milan, Hong Kong, and Paris, will host a travelling pop-in at each LV branch, with each offering one unique Chain Link necklace.
The Chain Links jewelry, first presented by Abloh in Spring/Summer 2019, refers to his love for heavy metal, mimicking the straps that dangle from his LV Trunks.
OG gold Chain Links retailed for $1,440, but the city exclusives are a whopping $4,800, presumably to account for the rarity and vibrant pop art-inspired hues.
These necklaces, however, are almost more collectibles than jewelry, since they come with a plate etched with a three-letter code for the city they represent, as well as an unique pouch made of fabric recycled from the Spring/Summer 2020 collection.
The only question is, who’s a big enough LV fan to travel across the globe and pick up all 12 Chain Link trinkets?