The Color and Artistic Strategy in Louis Vuitton's Cross-disciplinary Collaborations: The Fusion and Innovation of Brand Traditions and Contemporary Art

This study focuses on the color art strategy employed by luxury brand Louis Vuitton (LV) in its cross-disciplinary collaborations with contemporary artists and designers, exploring how the brand extends its image, reconstructs its aesthetic value, and disseminates global fashion culture through innovative use of color while retaining its traditional visual language. The paper analyses LV's approach from dual perspectives of color aesthetics and cultural dissemination, examining how the brand integrates artists' personal styles with its core identity through color, thereby creating collaborative collections with high visual distinctiveness and cultural significance. Using collaborations with artists such as Takashi Murakami, Yayoi Kusama, and Jeff Koons as examples, the study examines the application of color systems such as ultra-flat aesthetics, vibrant polka dots, and reinterpretations of famous paintings, analyzing how LV harmonizes the artists' distinctive visual styles with the brand's iconic beige, dark brown, and gold tones. Additionally, the paper examines the evolution of color schemes across different periods of collaborative collections to reveal the aesthetic trends and cultural strategies reflected in LV's cross-industry collaborations. LV has continuously adapted its color language to respond to contemporary aesthetic preferences and market demands. By analyzing social media feedback, brand sales data, and market trends, this paper also explores how color strategies influence consumer aesthetic perceptions and purchasing behavior, particularly the differences in acceptance between Asian and Western markets. This study contributes to understanding how luxury brands utilize color as a visual language to achieve the integration and innovation between tradition and modernity, art and commerce.