Louis Vuitton Opens New London Boutique

Louis Vuitton has opened a brand new store in Sloane Street and launched a sexy new advertising campaign featuring Hollywood's elite actresses, including Scarlett Johansson, Christina Ricci and Chloe Sevigny.

The new boutique is the first in the world to carry clothing, accessories and the new jewellery line, although you won't find any of the merchandise on sale. Louis Vuitton doesn't do sales. It doesn't need to. While the rest of London's luxury goods stores are drowning in a sea of discounts, Louis Vuitton's prices remain as expensive as they always are, 365 days a year. Perhaps that is why the French conglomerate is the most profitable luxury brand on the planet, trouncing its nearest rivals Prada, Gucci and Hermes with USD3.8 billion in annual sales.

Creative director Marc Jacobs continues to prove he knows what the affluent lady wants, and his designs are as hot as ever. His autumn / winter collection was an immediate hit encapsulating the season's mood, with models wearing belted, fur-collared tartan coats, dainty high-heeled booties, puffed-sleeve blouses and slim tweedy skirts. The monogram velvet printed bags are sure to be flying off the racks as well as the brocade ankle boots tied with ribbons.

Opting for a glamorous Hollywood film set, this season the house turned to the silver screen for its inspiration rather than the usual catwalk supermodels. While the supermodel may not quite be dead, she is certainly not coining it like she used to.

As for next season's hottest handbag, it's the one being clutched by Chloe Sevigny in the new ad. The Gracie is a winning mix of raspberry velvet and suede, and it's yours for the princely GBP3,500.