Louis Vuitton has recently unveiled a new artwork project with the renowned Korean artist Kim Jung Gi; creating a collection of artwork that makes references to the best in the Korean tradition and art intermixed with luxury fashion. The SS21 collection is set to drop next month and includes LV staples as redesigned by none other than Kim Jones.

The South Korean artist Kim Jung Gi has collaborated with Louis Vuitton’s design office to draw some of his illustrations on precious paper to bring a series of prints and motifs. It is noteworthy that these designs will be used in production of handbags, ready wearing clothes as well as accessory.

The piece de resistance of the collection is a reinterpretation of one of Louis Vuitton’s signature bags known as the Keepall bag. Carrying on from where she left off, Kim has painted the outer shell of the bag to resemble a city, recognizable as Seoul at first glance, but with dreamlike overtones included into realistic representations of the city’s skyline in detail. Every bag can be considered as absolutely exclusive: only several items were hand-drawn by Kim herself.

Along with the Keepall, more iconic Louis Vuitton bags like the Neverfull tote, and the Petite Malle clutch are also part of the collection and are adorned with Kim’s artwork. The ready-to-wear line is the translation of illustrations by Kim on silk scarves, jackets and dresses, so that customers can wear pieces of art that will in themselves be considered as collector’s items.

It also encompasses a limited edition of Louis Vuitton’s signature Horizon collection for men as well as wallets, card holders and other accessories. The promoted items include less conspicuous Kim’s drawings, where the logo is etched into the details of leather accessories and imprinted on travel items’ inside linings as designs.

For their launching, they plan to visit four major cities of South Korea and organize a series of events. The big spectacle will happen in the brand’s store in Seoul where Kim Jung Gi will draw a giant mural in real time during several days. People will be able to see the artist creating pieces and even join sketching tours by the artist.

For the combined course this semester, the interaction has created much attention socially and specifically in the fashion and art industry. Aids organizations are commending Louis Vuitton for its efforts to promote the talents from Korea internationally. It is discussed as the right step to enhance the brand affinity in the already established South Korean luxury market.

Many insiders are confident that this cooperation can attract younger audience for luxury clients. Especially, millennials and Gen Z find familiarity with the artworks of Kim Jung Gi owing to his modern approach in traditional style.

Louis Vuitton has also reported that percentage of this collection’s profits will be earmarked for donation to South Korean arts in schools. This element of philanthropy is an extra layer of appeal for anyone in the group known as the socially conscious consumer.

The response to the pre-order links has been great and some of the pieces in the collection have sold out in a matter of hours after the announcement. They have gone further to make every customer have an equal chance of the brands by ensuring certain products are rationed using a lucky ditch system.

The collaboration is part of a bigger plan by Louis Vuitton to to develop more localized products compatible with specific cultures in regions of focus. Besides working with the artist Kim Jung Gi the brand is not only focusing on the possibility of the artist’s talent but also recognizing the increasing popularity of the Korean culture around the world.

For that reason, Kering fashion industry experts agree that this partnership could well become a benchmark reference for luxury brands that wish to integrate local artists into their creative processes, that are willing to devise a long-term and sustainable programme. The positive outcome of this endeavor may very likely stimulate more luxury brands to look for such arrangements, and spark a new generation of exclusive, culturally infused and numbered products.

When the date for the introduction of the product to the market draws near anticipation is always high. Louis Vuitton’s collaboration with Kim Jung Gi is one of the most intriguing and most hotly anticipated projects in the recent years, involving art, fashion, and the emerging culture of South Korea.