PARIS — Louis Vuitton is in a Barcelona state of mind.
Ahead of its cruise show in the Mediterranean port city on May 23, the French luxury brand has unveiled a capsule collection for women and men in honor of sailing’s biggest event, the Louis Vuitton 37th America’s Cup Barcelona.
The sporty line, set to land in stores and online from July 18, includes ready-to-wear, bags and accessories blending house emblems with bold colors and nautical codes.
Vuitton has developed its own logo for the collection, a graphic V originally designed by Gaston-Louis Vuitton in the 1920s, which appears as an emblem on items ranging from weekender bags to socks.
The looks are divided into three themes: Riding the Waves, consisting of technical pieces like windbreakers with clashing red, white and blue Damier check patterns; A Day on the Deck, which revisits the house’s signature Damier and Monogram motifs in the style and colors of maritime signal flags, and Elegant Summer Evening, which caters to dressier occasions with items like plain black or white jersey crepe column dresses.
Accessories include practical new shapes like the Sailor sling bag and the Float wearable wallet, in addition to a selection of city bags adorned with the America’s Cup insignia. There is also a collectible Keepall 50 with a Damier Flags print, and smaller items such as an America’s Cup square, nautical tie or bandeau, baseball caps or a life buoy tag.
Vuitton will kick off its Spanish hospitality with the cruise event showcasing the latest collection by Nicolas Ghesquière, artistic director of women’s collections at Vuitton, in tandem with an exhibition, cultural activations and educational programs in the city.
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The brand has been a sponsor of the America’s Cup, said to be the world’s oldest international sporting trophy, since 1983 and this year returns as title partner of the event, in addition to organizing the qualifying stages, the Louis Vuitton Cup.
The races — often described as the Formula 1 of the sea — are to take place around Barcelona’s Port Vell and along the beach to Port Olímpic between Aug. 29 and Oct. 27.
Five challengers in the Louis Vuitton Cup regattas — Ineos Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, New York Yacht Club American Magic and Orient Express Racing — will battle it out on the water to face off with “defender” Emirates Team New Zealand for the Louis Vuitton 37th America’s Cup Barcelona.
Vuitton was last the title partner of the America’s Cup in 2017 in Bermuda. The brand has ramped up its links to sports ahead of the Olympic Games in Paris, signing up a clutch of high-profile ambassadors including Spanish tennis star Carlo Alcaraz, French swimmer Léon Marchand and fencing champion Enzo Lefort.
Vuitton has played a role in America’s Cup races in the United States, Australia, Bermuda, Hong Kong, Dubai, France and Spain, burnishing the regattas’ visibility and prestige.
The New York Yacht Club held the trophy for 132 years before losing it to an Australian team in 1983. Since then, the America’s Cup has only ever been held by three other nations: the United States, Switzerland and New Zealand.
Vuitton and Barcelona go way back. Founded in 1854, the historic trunk maker participated in the 1929 Barcelona International Exhibition. Georges Vuitton, son of founder Louis, received a grand prize for his toiletry cases.
The luxury brand opened its first Spanish store in 1987 in Barcelona, and now counts two locations in the Catalan capital, in addition to six leather goods workshops in the region that employ more than 1,800 people.