Virgil Launches Own-Brand Jewellery, As His Louis Vuitton Sales Smash Supreme Record

Virgil Abloh’s first Louis Vuitton designs are already selling faster than the LVMH brand’s much-hyped collaboration with Supreme. But, Abloh has got his sights set beyond the Tokyo pop-up shop where his Louis Vuitton spring/summer 2019 collection is flying off the shelves (it has sold 30 per cent more in the first 48 hours than the luxury-meets-streetwear collab did in 2018). The tastemaker is launching a jewellery line under his own name.

The creative head of Louis Vuitton and Off-White took to Instagram on January 14 to share pictures of his new endeavour – and it’s as offbeat as one might expect. The first post shows a box labelled as “Recycled Jumbo Paper Clips” by the brand “Virgil Abloh”. The second depicts the designer himself wearing a necklace fashioned from paper clips.

Abloh, who has previously worn a neck charm made out of the office stationery cupboard staple, has been developing the accessories for three years, according to WWD. “The idea is like high jewellery for all,” he said of the line, which will include earrings and accessories. “It’s a crash – it’s a paper clip, but it’s also pavé diamonds made in a very specific way.”

He will present his take on the looped wire paper holders (fun fact: paper clips were born in the 1890s) alongside his latest handbag and (non-Nike) trainer designs for Off-White at a pop-up boutique in Hôtel Costes, Paris. “Floral Shop” will open its doors from January 17–29 to coincide with the men’s ready-to-wear and women’s haute couture shows, and, as its name suggests, it will also sell bouquets arranged by Abloh's own hands.

“My ideas don’t stay neatly in one box,” he added about his lesser-known passion. “When I’m old and done, I will be in some remote town somewhere owning a flower shop. I have the concept already done... That’s what I’m into most.”