For Louis Vuitton’s CEO, L.A. is ‘the culture capital of the world’

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For Louis Vuitton’s CEO, L.A. is ‘the culture capital of the world’
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A world premiere of Louis Vuitton’s traveling exhibition in Beverly Hills last week showed the French label increasingly views Southern California as a vital market.

However, at the time of Louis Vuitton’s resort show in 2015, Burke said, “I still had to explain that Palm Springs was not Palm Beach and I actually had some people telling me, ‘Oh, isn’t that where people go to die?’ … The funny thing is that today I don’t have to say that anymore. Just four years ago I still had to apologize for doing something in California. Today the world gets it.”

Burke also referenced Southern California’s sunny sensibilities and sense of optimism as appealing to him and Louis Vuitton. “There’s a bit of California that stays with me wherever I go,” he said, noting it’s a mind-set that follows him as he travels the world for work. “The positive attitude, looking forward, embracing the future. The one thing I must say that is so invigorating when I come here compared to Paris is in Paris everybody sees the world as a glass being half empty.

Asked about this, Burke said, “I don’t know what’s going to happen in 10 years, but right now, I feel that what’s interesting is that each gender engages with the other gender. When it’s genderless, I think we lose something. I think the creative proposals will not be as rich. I think richness and creativity emanates from two things colliding.”

Burke credited both of the brand’s artistic directors — who have ties to Hollywood and the entertainment industry — as underscoring this. He said that both designers bring different but complementary perspectives to the table. “I think that’s one reason why Louis Vuitton is doing so well,” he said. “It’s because we’re not monolithic in our proposals. We have different points of views. Louis Vuitton is too big for any individual. I don’t care how genius they are.

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