Louis Vuitton’s new jewellery collection is every bit as covetable as its luggage

Find signet rings, chain necklaces and modern chandelier earrings at the brand's exclusive Selfridges pop-up

Louis Vuitton's pop-up in Selfridges

by Natalie Hammond |
Updated on

You have daydreams about its monogrammed luggage every time you’re at arrivals, you would beg, borrow and steal to buy the pumped-up Archlight trainers and even covet Virgil Abloh’s three-piece suits for the men’s collection. Now Louis Vuitton has something new to tempt you. And this time it doesn’t involve a logo.

Louis Vuitton's pop-up at Selfridges, London
Louis Vuitton's pop-up at Selfridges, London

The French luxury house’s B.Blossom fine jewellery collection launches today, with an exclusive pop-up at Selfridges until July 14, after a worldwide campaign featuring five megawatt ambassadors - the actresses Indya Moore, Sophie Turner, Chloe Grace Moretz and Zhong Chu Xi, alongside model Signe Veiteberg. Sophie has stacks of the rings lacing her left hand in the photographs by Craig McDean, while Indya’s decolletage is decorated with layers of pendant necklaces.

Louis Vuitton's B Blossom ring
Louis Vuitton, B Blossom Ring in Yellow and White Gold, Malachite and Diamonds, £2,750

A star-shaped flower, a signature LV motif created by Georges-Louis Vuitton in 1896, is at the heart of the collection. It blooms at the centre of cocktail rings made of either malachite, onyx, white agate, pink opal, gold or diamonds, hangs elegantly off chunky chain-link charm bracelets and glistens at the end of modernised chandelier earrings.

Louis Vuitton's B Blossom bracelet
Louis Vuitton, B Blossom Bracelet in Yellow and White Gold, Onyx, Mother-of-Pearl and Diamonds, £13,100

The setting for all this finery, the pop-up space itself, is guaranteed Instagram gold. The corner is demarcated by the palest of pale pink carpets, and bubbles of more pink, malachite and white pop out from the walls. When I visited early yesterday morning, the savviest shoppers were already using them to great advantage, slipping on rings and holding their hands up to the coloured orbs for the perfect background to their selfies. If I owned one of the signets, preferably the one studded with pave diamonds, I’d photograph it from every angle too.

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