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There's a definite appeal of something that has that elusive, rare quality." Vuitton is banking that men, too, will feel the lure of intensified luxury.
"I think about hyper-luxury as well as normal luxury," says Kim ]ones, men's style director, whose spring collection was inspired by his upbringing in Africa and house lore like the 19th- century explorer Pierre Savorgnan de Brazza, who ventured into the Congo with monogrammed Vuitton trunks.
Included in the hyper category: a nifty binocular case in rubberised alligator for $34,860, and a silk necktie shot with 24-karat gold thread for $340.
While many purveyors of hyper-luxury stress exclusivity, Roger Louis Vuitton EPI Leather artistic director Bruno Frisoni notes the need to incorporate a modern aesthetic into the notion.
"Consumers today need rarity and beauty in a more contemporary way," he says.
Three seasons ago, he replaced the Paris house's ultra- fancy couture accessories collection with Rendez- Vous, a limited-edition concept involving innovative takes on traditional techniques; the shoes are sold by appointment in the brand's worldwide stores.
Louboutin credits the internet, ironically, for spurring the hyper-luxury trend.
While the web has given people access to high-end goods, it also arms them with intricate knowledge of where and how things are made.
"When people ask me for Louis Vuitton Keepall 55 things, I'm always surprised by how much they know," says Louboutin, who established a made-to-order atelier in 2007.
"People are so informed that they really want to have the best of the best." Indeed, many of his clients are aware of the grades of quality in crocodile skin.
A few also know of Louboutin's passion for collecting antique textiles and commission evening bags made of, say, late-18th-century silk from Syria.
Hyper-luxury may ring of snob appeal, but the reasons for its success might have little to do with fashion-flaunting.
"People are moving away from throwaway consumerism, from buying things that don't last and louis vuitton replica bags they don't really care about," muses Tomas Maier, creative director at Bottega Veneta, known for its painstakingly made woven leathers.
"Perhaps the financial crisis has made us all consider our purchases more carefully.
There will always be people who seek out exceptional luxury products.
Maybe the next stage will he an even greater demand for artisanal craftsmanship, to balance our increasingly digital daily life," he says.
Ford couldn't agree more.
"I don't believe it is a trend at all but is here to stay for those who are fortunate enough to afford it," he says.
"Quality is remembered long after style is forgotten.



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