17 Apr '18, 10am

Francesca Amfitheatrof to join Louis Vuitton as artistic director of jewellery and watches

Francesca Amfitheatrof to join Louis Vuitton as artistic director of jewellery and watches

I t has been logo mania in Louis Vuitton’s fine and high jewellery departments for some time - Whatever can be done with the luxury house’s iconic padlock, LV logo and famous monogram flowers (created by the founder himself over 120 years ago) the house is out to reinvent it all over again for today's logo-mad customers. It's been all about the brand, make no mistake. Whether creating a patented diamond cut in the shape of the monogram blossom to sit atop a solitaire ring, or steamlining the 'V' of 'LV' into art deco lines on high jewellery, or dangling those tiny gold padlocks and keys like charms from fine chains, the creative interpretations are seemingly endless. But putting Amfitheatrof in charge of creating their jewellery and high jewellery collections as well as overseeing watch design is too exciting a development to hide under a large LV-monogram-shaped morganite.

Full article: https://www.telegraph.co.uk/luxury/jewellery/louis-vuitto...

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