Before leaving Seoul, I made sure to check out the latest fashion exhibition by Louis Vuitton. The exhibition called, Volez, Vougez, Voyagez was held at the amazing Dongdaemun Design Plaza. Travel and fashion are 2 things I absolutely love. So Volez, Vougez, Voyagez was the perfect exhibition that combined these 2 popular lifestyle trends.
The Dongdaemun Design Plaza is truly one of the most amazing architectural sites in Seoul city. It lies in the bustling fashion district and tourist are of Dongdaemun. It also hosts Seoul’s Fashion Weeks every year.
The exhibition is totally free and could be booked online.
The exhibition began on 3rd June 2017 and ran until the last week of August.
Louis Vuitton started working as a box maker/packer for Romain Maracel. Maracel specialised in manufacturing crates, boxes and various other storage furniture and items. Over the years, Louis Vuitton came to define his own style and perfect the art of luggage specifically. He became known for his ability to create unique pieces that were light but could also take in large volumes of goods.
He later designed and created his own insignia for his work. Today, it is recognised as one of the most famous logos in luxury fashion across the world.
Trunks and Travel
In the first room, we see the variety of Vuitton’s early work. We see what kind of luggage trunks were needed on long voyages and how they were each designed to fit their contents.
We see trunks designed specifically for women’s wear and occasion to the gentleman’s trunk which consists of drawers for shaving and clothes. There were also medicinal trunks where doctors or apothecaries could store medicines. It even catered for various business travellers who need to carefully pack specific wares.
We start looking into the beginning of transport and long distance travel abroad. Before the aeroplane, there was travelling by ship. We see Vuitton’s luggage move from classic trunks to modern baggage used today for those glamorous cruises. Yachting is also a popular activity with many of his clientele over time and the brand starts making luggage for different forms sea-faring travel.
Luggage goes from functional to a combination of leisure and lifestyle. By the start of the 1900s travel starts to become a leisure activity among the wealthy as many explore European colonies abroad. This changes in its design, and aesthetics become a priority.
Vuitton on the road
In the next instalment we see the development of the motor car. Road trips were a relatively new concept, however storage was still a priority. Different bags for personal items and for keeping accessible tools were created.
The invention of commercial aviation had not yet begun. Only short trips aboard private planes were prevalent. Luggage starts becoming smaller and more compact as a result.
In room 4 we see a re-created train carriage displaying the different types of fashion and the required baggage needed to store it away. Cross-country train journeys were one of the main ways of getting around. Luggage trunks were big and bulky and were also made with mirrors, compact drawers that allowed to you to “live” out of them.
We got to see some of Louis Vuitton’s best work in this room devoted to custom-made trunks. Trunks could be custom-ordered with unique insignias and designs for customers.
Louis Vuitton luggage have come a long way. As lifestyle and travelling have changed, so has the brand. The monogram has seen many changes and variations as it appeals to different markets. New innovative baggage focused on the convenience of the user has always and still is its main focus.
At the end of the exhibition, they had French leather cutters from Louis Vuitton showing the immaculate process of making pieces. You also got to try some new perfumes.
I thought it was a wonderful way to promote the brand and its origins. I actually never paid too much attention to Louis Vuitton, even when I was a fashion student living in France. For many of my generation, Louis Vuitton still comes across as old, elitist. Its famous logo has been so badly sabotaged by imitation that’s it has become sort of ‘tacky’ to the trendy youth market. There recent runways have shown a major change in their seasons to appeal to a younger market, but I think this exhibition really does more justice by showing why the brand can still be of relevance today.
It as a cool exhibition and def worth checking out should it come to your side of the world.
Check out the video below: