From Trunks to Truffles

When you think of Louis Vuitton, what comes to mind? For most, it’s the monogrammed canvas, the jet-setting lifestyle, or the house’s mastery of high fashion.

But in recent years, the heritage maison has quietly been crafting a more sensory and edible narrative: chocolate.

This isn’t a gimmick or a marketing afterthought. It’s a deliberate evolution; one that’s as much about craftsmanship and narrative as any LV trunk or dress.

Louis Vuitton’s foray into gourmet chocolate is a masterclass in how legacy brands are reshaping luxury not just through product, but through experience, emotion, and artisanship.

At the centre of this shift is Maxime Frédéric, head pastry chef at Cheval Blanc Paris, a LVMH-owned palace hotel. Frédéric is an artist in sugar and cacao, whose creations echo the intricacy and precision of haute couture.

His partnership with Louis Vuitton gave birth to Le Chocolat Maxime Frédéric at Louis Vuitton, a collection of sculptural confections designed not merely to be eaten, but experienced.

Frédéric compares his work to that of a trunk maker:

“We are artisans first. The attention to detail, the sourcing of materials, the time taken to perfect every element — it’s the same language spoken in a different medium.”

The chocolates first debuted in Paris, within Vuitton’s flagship on Rue du Pont-Neuf, and then at Courchevel.

In 2024, Louis Vuitton launched its first international chocolate boutique in Singapore, followed by a U.S. expansion in early 2025 at its New York 57th Street flagship.

Each boutique feels more like a jewellery salon than a chocolate counter; polished glass, custom cabinetry, and of course, packaging worthy of a Vuitton bag. This is chocolate as a collectable design.

The chocolate lineup is as iconic as a Speedy or Capucines:

• Vivienne on Malle: A chocolate trunk that opens to reveal the house’s mascot, Vivienne, spinning like a music box ballerina.
• Damier and Monogram Tablets: Classic bars embossed with Vuitton’s signature motifs, made with single-origin beans from Madagascar, Peru, and São Tomé.
• Easter 2025 Egg Bag: A limited-edition chocolate reimagining of the 2019 Egg Bag, complete with edible zipper, milk chocolate handles, and a gianduja centre. Priced at €225 and sold only in select boutiques.

Every piece is a study in design, composition, and storytelling, just like the Maison’s ready-to-wear or fine jewellery.

Many ingredients are sourced from Frédéric’s family farm in Normandy, including hazelnuts and eggs.

The cacao itself comes from small producers in Central and South America and the Indian Ocean, reflecting Vuitton’s broader commitment to traceability and terroir.

This goes far beyond taste; it’s a luxury rooted in place, craft, and human touch.

Louis Vuitton’s entry into chocolate isn’t about broadening its market, it’s about deepening its world.

Today’s luxury consumer doesn’t just want to buy a brand; they want to live inside its ecosystem.

Vuitton understands this. Through chocolate, it’s offering a multi-sensory invitation; a moment of intimacy, wrapped in craftsmanship.