Louis Vuitton celebrates the almost century of life of its most iconic bag

If there is one thing the fashion industry likes, it is to give its icons names and stories that make us desire the object in question even more. A bag is not less of a bag because it has an identity given at random, but if it owes its silhouette to, for example, an internationally renowned muse, it is almost certain that we will like it more. Much more. Because having it, feeling it and walking it would be, in that case, like feeling closer to someone who also inspires us. The muses of luxury are also ours.

An attraction is, for practical purposes, a feeling for something or someone, often uncontrollable and for no apparent reason. But there it is, pulsating. It is not that the bags have that effect on those who see in these fashion accessories the necessary ingredient to complete and elevate a look and an attitude, but if the accessory is signed by Louis Vuitton and keeps in its bowels a piece of Coco Chanel’s soul, then and only then, that explosive force that keeps us on the outskirts of desire, therefore, manifests itself.

This happens with the bag that changed its name up to three times and is inspired by that artistic movement that gave the first row of influence to clean and architectural lines and shapes. The art deco.

Popularized between 1920 and 1939, this type of art was defined as a solid decorative style: elegance and sophistication are its keys. And it is here the historical moment in which the most memorable anecdote of one of the iconic bags of the French brand is inserted. First, the Squire model, later, baptized Champs-Elysées [in honor of the city’s most famous Parisian avenue) and, finally, Alma. The name that has endured over time and that finds its reason for being in the Place d’Alma. Although the soul of this square is not the only one that gives meaning to the Maison’s second bag [the first was the Speedy model].

Legend has it that it was Coco Chanel who made her custom order in 1925, by then already an exceptional designer, and that only when she gave her authorization to market it, in 1934, Gaston-Louis Vuitton, grandson of the founder, redesigned it to adapt it. to the general public.

90 years and several upheavals in the sector regarding trends later, Alma has had great and varied ambassadors. From Jackie Kennedy to the Kardashians, Paris Hilton or Rihanna. Their names are just some of those circulating in the hype of popularizing this brand insignia. Now, its latest reissue comes with variations, such as its reinterpretation in all the materials that the firm works with, for greater functionality than what is already in its DNA. With more accessibility and interior space than other Almas, the latest release comes with a more striking aesthetic. It is called Alma 103 and harbors an all-terrain spirit. From day to night, her figure is designed to accompany casual evenings after work or to be the protagonist of the most intimate ones late at night. The office and celebrations fit inside.

The joy of living could be an Alma 103 with legendary savoir-faire and aesthetics of a zipper, folding closure, short handle and neutral color range. A masterpiece of craftsmanship that validates it as a luxury object and a defining element of an era and an artistic trend.