LV NOW

Three decades ago, the Louis Vuitton Cup became the qualifying race that determines and prepares the challenger for the America’s Cup. This historic partnership is an apt pairing between the House and a trophy sought-after since 1851, two legends bonded by a love of travel and sea.

In this video we have a closer look onto the waters with a stronger idea of the speed taking place. Witness our teams’ physical prowess on each of the competing yachts along a backdrop of the subliminal San Francisco Bay and cityscape.

The winner of the Louis Vuitton Cup will take on holders team Oracle Racing for the America's Cup beginning on September 7.

The new bag, a graphic design in shape of a W, with its bold lines and innovative combination of materials, represents a fresh vision of the iconic Monogram. The enchanting beauty of Michelle Williams, who wears the sensual lace slips and mannish coats of Marc Jacobs’ Fall/Winter 2013 collection for Louis Vuitton, is revealed by Peter Lindbergh’s sensitive and striking portraits.

The actress was singled out by Louis Vuitton for the independent spirit with which she has forged her path through the Hollywood star system, defining herself by her outstanding talent, her passion for her craft, and her choice of daring and challenging roles. From Ang Lee’s Oscar-winning Brokeback Mountain (2005), Michelle Williams went on to give critically acclaimed performances, as it was the case with her role as Marilyn Monroe in My Week with Marilyn, for which she earned a Golden Globe and her third Oscar nomination.

A timeless story, revolving around a friend of the House, a woman who embodies the unexpected through her personality and the care she takes in her choice of roles.

At the dawn of the 20th century, luggage crafted by Louis Vuitton, most famously the Wardrobe trunk and the Steamer bag, accompanied passengers on the world’s first transatlantic liners. The legend lives on today.

What a distance we have travelled since the advent of the transatlantic liner. From a time when Louis Vuitton trunks accompanied their owners on the long ocean crossing, to the high-speed journeys of today, with a Keepall on our shoulder or a trolley case in our hand.

Since 1854, Louis Vuitton has explored new frontiers and pushed the limits of innovation. A pioneering spirit defines its history, and the technological advances in the transportation system fired the imagination of the House. This four-wheel trolley, the Zéphyr, is in line with this inventive spirit.

More in the full animation here.

Louis Vuitton has invited three street artists – Eko Nugroho from Indonesia, EINE from London, and Franco-Tunisian eL Seed – to bring their vision on the House’s giant square. This new collaboration follows up last season’s initiative to work with the Street Art scene, with pieces from AIKO, RETNA and Os Gemeos.

The excitement of travel is at the heart of EINE’s piece, through the phrase “Great Adventures” written in his emblematic bright and colourful block letters. The mix of pop influences and more traditional inspirations can be seen in Eko Nugroho’s intriguing designs, while eL Seed uses Arabic Calligraffiti to draw upon the Monogram pattern.

Thousands of fans filled the Pavilion at the America’s Cup Park on a beautiful sunny 4th of July in San Francisco.  Fans were excited to welcome the teams and see a presentation from each country included an opera singer from Italy, a Swedish choir, the New Zealand Kapa Haka group, and a unique American performance by a Las Vegas group called ‘Recycled Percussion’.

Celebrations continued the following days with a Competitors Parade and Louis Vuitton Cup party held at the Palace of Legion of Honor.

At the Louis Vuitton Cup party, 24 musicians of "Magik Magik Orchestra" welcomed the guests, playing classical music live right in front of the Palace. Meanwhile, 3 beautiful acrobats flying the colors of each challenger's flag entertained the crowd, moving graciously in huge transparent bubbles.

A fashion show by World Of Wearable Art (WOW) was the highlight of the evening, where each challenging country was represented by a piece of wearable art. The costumes in the show were especially created for the 30th anniversary of the Louis Vuitton Cup.