Asserting status In 2022, LVMH CEO Delphine Arnault touted the collaboration between Louis Vuitton and artist Yayoi Kusama as scripting "a new blueprint for the brand's cultural play." The impact was indeed eye-catching and attention-grabbing, with the artist's signature polka dots adorning luxury fashion items and gracing a series of free exhibitions, pop-up stores, giant billboards and a digital presence that saturated social media. By now, artist collaborations have become commonplace in the fashion industry and are more than merely fleeting affairs. Musician and rapper Pharrell Williams, for example, recently led Louis Vuitton's menswear for a third season, signaling a strategic shift. These industry-defining partnerships have multiplied since LVMH CEO Bernard Arnault confidently positioned Louis Vuitton as not just a fashion brand but a "cultural brand," shaping contemporary fashion dynamics.