Louis Vuitton has introduced eight new pieces in its Pure V high jewellery line, blending Art Deco inspiration with modern design.
Louis Vuitton has launched the latest additions to its Pure V high jewellery collection. The eight new pieces reflect the brand’s strong connection to its history while showing a bold, modern vision for the future. Inspired by Art Deco design, the collection features clean lines, geometric shapes, and high-end materials such as white gold, diamonds, and black onyx.
The new designs build on a legacy that dates back to the 1920s. During this period, Gaston-Louis Vuitton, the founder’s grandson, introduced a three-colour “V” motif. This design was first shown at the 1925 International Exhibition of Modern Decorative and Industrial Arts in Paris. The abstract “V” symbol later became a lasting feature of Louis Vuitton’s modernist identity.
The Pure V collection revisits that early motif. The design first appeared on Louis Vuitton trunks and luggage in the 1920s and 1930s. Today, the brand reinterprets it in a series of high jewellery pieces that blend the past with the present. Each piece is crafted to reflect both tradition and innovation.
Louis Vuitton began using the “V” motif in its fine jewellery in 2014, with the launch of the Acte V collection. This marked the first time the symbol appeared at the core of the brand’s jewellery design. In 2021, the launch of Pure V refined that idea further, with pieces made in white gold and diamonds, shaped into clean, modern forms.
Now in 2025, the Pure V line moves into a new creative phase under the artistic direction of Francesca Amfitheatrof. The new additions include necklaces, bracelets, earrings, and a ring. Each one uses the iconic “V” shape as a central design feature, merging it with bold, architectural lines and expert craftsmanship. The pieces aim to be both daring and refined.
The collection features pyramid-like shapes, triangular cuts, and clean geometry. One necklace and one bracelet use baguette-cut diamonds to form a strong “V” at their center. The motif appears throughout the line, guiding the visual style of each piece with sharp, graphic detail.
The design focuses on movement and structure. Layered textures and clean lines create a sense of rhythm and flow. Advanced jewellery techniques – including invisible clasps and flexible joints – make the pieces both beautiful and comfortable to wear. These elements show Louis Vuitton’s dedication to blending artistic creativity with practical wearability.
With the latest Pure V collection, Louis Vuitton continues to explore new directions in high jewellery. The pieces are more than just ornaments. They are wearable art, modern heirlooms shaped by history, design, and imagination.
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