REINTERPRETED ICON WATERPROOF KEEPALL 2.0 – Created in 1930, the Keepall travel bag is considered an indisputable icon among the classics created by LouisVuitton. The Keepall perfectly illustrates the expertise and consistent development that characterise the Maison’sproducts. Following the first waterproof version of this timeless bag that was launched in 2007, and to celebrate the 30-year anniversary of the Louis Vuitton Cup, the brand is introducing a new waterproof Keepall in the signature colours of the event.

In 1901, Louis Vuitton invented the “Steamer bag”, a revolutionary bag which, at the time of great transatlantic crossings, broke new ground with the introduction of the concept of soft-sided luggage. In 1930, the Maison continued its innovative voyage and launched the “Keepall”, a roomy and light holdall which was the fore- runner of modern weekend bags. A new way to travel was born.

Originally designed as an additional bag to accompany more traditional luggage, the Keepall was made out of cotton canvas. Supple and practical, it could be slipped into the bottom of a suitcase. Its lightness and its large capacity led to its name, the “Keep all”. Very soon after it was first seen, the Keepall stood out as THE classic of the brand and today has became a favourite accessory of stars throughout the world, from Marlène Dietrich to Jackie Kennedy, Catherine Deneuve to Angelina Jolie and Kate Moss to Scarlett Johansson. A true icon of Louis Vuitton, the Keepall is constantly renewedand refreshed over the years to give new life and new interpre-tations to a great classic.

In the hands of Marc Jacobs – In 1997, the arrival of Marc Jacobs as Artistic Director revived the Maison’s tradition of artistic collaboration. The New York designer, a great lover of contemporary art, called on internationally renowned artists to work with Louis Vuitton, giving them carte blanche to reinterpret the famous Monogram. Many of these works were expressed on the Keepall.

If the Keepall has been expressed through multiple styles throughout its history, the craftsmanship and innovation in its creation cannot be ignored. The 2007 waterproof Keepall was created to mark the America’s Cup competition of that year. This exact replica of the Keepall 55 Bandoulière is an ultra classic and original variation on the famous travel bag, and brings together a number of innovative technologies. The 2012 interpretation features several components all of which are waterproof and assembled using a high frequency welding process. There are no stitches or leather, just sleek black Monogram canvas and black metallic pieces, giving the waterproof Keepall a distinctly masculine look.

Available in the signature colors of the Louis Vuitton Cup, this new edition of the Louis Vuitton Cup Waterproof Keepall, which will be launched in 2012, is subtly elegant and simple. An elegant and striking sports accessory, it has been created for the bravest and most demanding adventurers and sports enthusiasts.

Images via Louis Vuitton

A current yStats.com report, which looked at shopping trends across the globe, concluded that underwear is one of the hottest clothing markets of the moment. Analyzing sales from 2010 to 2012, its figures suggested that a growing number of us – from Tokyo to Northampton – have decided that whatever the economy is doing, our lingerie collections are a key priority.

In February this year, supermodel Helena Christensen made a glamorous appearance in Dublin to launch a luxury range of Triumph underwear. The brand is among the many labels that have seen their sales grow in the last two years, while US favourite Victoria’s Secret is making moves this side of the Atlantic.

Who wears what?

According to the yStats.com report, European ladies have been particularly enthusiastic lingerie buyers, with bodywear making up a massive 20% of all women’s clothing sales in France. In 2011, the big trends in Asia were fat-burning underwear and breast-reduction bras.

Key Styles

• Non-wired bra. Great for when you are pregnant or breastfeeding, non-wired bras can also function as a more comfortable everyday style. And with the right fitting, they will offer just as much support as a bra with wiring.

• Underwired bra. Many bras – especially those for larger chests – tend to be underwired. If opting for this style, check that the wire at the bottom of the cup and under the armpit is generously cushioned to prevent it digging in.

• The body. Many women with fuller figures love the comfort of a soft fabric body. The top supports just as well as a regular bra, with the added benefit of no unflattering VPL where the bra ends or knickers begin.

3 tips for finding your perfect lingerie

•The perfect-fitting bra can transform an outfit, but our bodies change more than you might think. Check your size often with a professional fitting – especially if you have recently had a baby, gone through hormone therapy, or lost or put on weight.

•To avoid unsightly bulges across your back, choose a bra with a wider band that curves down rather than just cutting straight across.

• To make your bras last longer, hook the clasps together when washing, and pop them into a lingerie bag or small pillowcase.

NAUTICAL INSPIRATION – Designed for sailing enthusiasts as well as urbanites seeking a nautical style, the products in the new Louis Vuitton Cup collection are now available in ready-to-wear, leather goods, shoes and accessories. Each line, designed to the standards of excellence of the Maison, boasts technical subtleties inspired by the world of sailing: water and salt resistant, ease of movement, finely-worked finishing. The Louis Vuitton Cup signature is perfectly integrated in the product. The wealth of the offer allows everyone to find their ideal product, for a simple journey, occasional sailing or a regatta.

Ready-to-Wear

Practicality and durability are the key words of the Louis Vuitton Cupready-to-wear collection. A wide range of jackets, trousers, shorts, jumpers and polo shirts designed to meet the expectations of sportsminded urbanites or water sports enthusiasts. Five styles of jackets are available, from the sleeveless windbreak to the parka, to an ultra-light model made in down, perfect to fight against the cold. The trousers and the shorts have undergone a waterproofing treatment and are extremely lightweight. There are “anti-wind” pockets at the front and waterproof pockets at the back. Several models of jumpers, polo shirts and t-shirts complete this collection. Here, once again, practicality is the main trend, as shown by the removable collar on one of the jumpers. All of the products have been designed to be waterproof, windproof and endure extreme conditions.

Windbreaker Vest. Navy Double neck Knit with removable collar. Navy Pants. Sunglasses in carbon fiber and titanium.

Ecru Dry suit. Navy Pants. Navy Double neck Knit with removable collar.


Dry suit Parka with removable pants. Orange Pants. Tambour LV Cup automatic countdown watch, alligator strap. Sunglasses in carbon fiber and titanium.


Windbreaker Jacket. Tambour LV Cup Automatic Countdown Watch, Alligator Strap. Keepall 55 Band Waterproof LV Cup.


White Double neck Knit with removable collar. Rubber Technical Binoculars.


Dry suit Parka with removable pants. Deep blue Short with waterproof pocket. LV Cup Damier Challenge Gym Bag. Sunglasses in carbon fiber and titanium. Orange Sneaker boot in canvas.


Navy Loafer in nubuck calf leather. White Sneaker in calf leather. Orange Sneaker boot in canvas.


Dry suit Parka with removable pants. Tambour LV Cup automatic countdown watch, alligator strap.


White Sleeveless printed tee shirt. Deep blue Short with waterproof pocket. Tambour LV Cup automatic countdown watch, alligator strap. White Sneaker in calf leather.


White Sleeveless printed tee shirt. Deep blue Short with waterproof pocket. Tambour LV Cup automatic countdown watch, alligator strap. White Sneaker in calf leather.


White Sleeveless printed tee shirt. Navy Double neck Knit with removable collar.


Ecru Dry suit, Navy Pants. Navy Double neck Knit with removable collar. Back Pack Damier Challenge LV CUP. Tambour LV Cup automatic countdown watch, alligator strap. Sunglasses in carbon fiber and titanium.


White Double neck Knit with removable collar. Deep blue Short with waterproof pocket. Tambour LV Cup automatic countdown watch, alligator strap. Orange Sneaker boot in canvas.


Ecru Dry suit. Navy Double neck Knit with removable collar. LV Cup Damier Aventure Practical.


Sleeveless printed tee shirt. Navy Short with waterproof pocket. LV Cup Cap in Nylon. LV Cup Damier Beach Towel in Printed Microfiber.

Images via Louis Vuitton

A journey, both literal and metaphorical, is at the heart of Louis Vuitton’s Spring/Summer 2012 collection. “At its simplest level, it is about the idea of travel and what it means at this point in time,” explains Kim Jones, the Men’s Style and Studio Director, who will sign his debut collection for Louis Vuitton under the Artistic Direction of Marc Jacobs. “Afterall travel forms the foundation of the brand. This is a fundamental part of the lineage and language of Louis Vuitton and is a central component of what it stands for today,” continues Jones. “At the same time, the collection is looking at the idea of a personal journey. It forms the notion of a coming-of-age through exploration and travel.”

This season sees a focus on the insouciant, practical and luxurious style of a modern global traveller. It takes into account both an appreciation for traditional garments and a contemporary approach to dress and spans the divide between the two.

Male supermodel Werner Schreyer stars in this season’s Ad Campaign and catalogue shot by Alasdair McMellan in the African Safari.

Images via Louis Vuitton