But advertising watchdogs have discovered the French design house guilty of deceiving customers with two ads constituting its’craftsmen’ – because the bags aren’t really created by hand. Louis Vuitton has argued the ads pay’homage to the craftsmanship’ of its employees rather than a true depiction of this production process.
Three individuals complained to the ASA, stating they didn’t feel the designer purses were created completely by hand.
And after being challenged by the ASA, the designers confessed that sewing machines had been used, but stated creation of these bags was’not automated’ and there were over 100 stages from the making of each tote.
‘One can say a Louis Vuitton bag is a collection of details. But with so much attention lavished on each one, should we just call them information?’
Another ad showed a girl making a Women’s Wallets, with the text stating:’The young girl and the tiny folds. In everything from Louis Vuitton, you will find elements that cannot be fully explained.’
‘What secret small gestures do our craftsmen discretely pass on? How do we blend innate skill and inherent art?
‘Or how do five tiny folds lengthen the life span of a pocket? Let us allow these mysteries to hang from the atmosphere. Time will provide the answers.’
In 2007 the tag launched one of the world’s most expensive handbags, known as the Louis Vuitton Tribute Patchwork Bag – that cost approximately #24,000 and was snapped up by celebrities such as singer Beyonce.
Bosses at Louis Vuitton told the ASA that its’artisans were trained over several years to be able to carry out the various activities involved in the creation of one of their accessories’ and stated the models in the photographs were’instructed’ how to pose by specialists.
Bosses in the fashion house admitted that sewing machines were used as they created the things’more secure and (were) necessary for durability, accuracy and durability’.
They also found that the ad featuring a wallet being made could also lead folks to believe it had been almost entirely hand-crafted.
The ASA said that though Louis Vuitton supplied it with evidence that lots of’hand-crafting techniques’ were utilized in the creation of the bag and wallet, it fell short of what was needed to demonstrate that the products were produced by hand.
It said:’We noted that we had not seen documentation that detailed the entire manufacturing process for Louis Vuitton goods or that showed the percentage of the manufacture which was carried out by hand or by machine.