In the mid 19th century, Louis Vuitton was a renowned trunks and luggage retailer. Entering into the 20th century, the company expanded in terms of locations and financial success. Beginning in the middle of the century, it entered the fashion world, integrating its signature Monogram Canvas into purses and bags.

The Louis Vuitton company carefully cultivates a celebrity following and has used famous models and actresses in its marketing campaigns. Breaking from their usual traditions of employing supermodels and celebrities to advertise their products, on August 2, 2007, the company announced that the former USSR leader Mikhail Gorbachev would appear in an ad campaign along with Steffi Graf, Andre Agassi, and Catherine Deneuve.