Louis Vuitton has unveiled its latest high jewellery collection, titled Mythica, during an exclusive presentation in Marrakech, Morocco, further strengthening the maison’s position in the global high jewellery segment.

Designed by Francesca Amfitheatrof, Louis Vuitton’s Artistic Director for Watches and Jewellery, the collection comprises approximately 110 one-of-a-kind pieces divided across 11 thematic chapters. The designs draw inspiration from mythology, femininity, power, nature and transformation, continuing the maison’s narrative-driven approach to high jewellery.

The collection features a mix of rare coloured gemstones, large diamonds, sculptural silhouettes and transformable creations. Several pieces incorporate bold geometric structures alongside fluid forms, reflecting the brand’s ongoing emphasis on craftsmanship and technical innovation within the ultra-luxury jewellery category.

Louis Vuitton showcased the collection through a private presentation attended by international clients, media and luxury industry representatives. Marrakech was selected as the backdrop for the unveiling, aligning with the collection’s storytelling and visual identity.

The launch comes as global luxury houses continue to expand investments in high jewellery to cater to ultra-high-net-worth consumers seeking exclusivity, collectability and artisanal craftsmanship. Industry analysts note that high jewellery has become an increasingly important growth segment for major luxury brands amid resilient demand from global affluent buyers.

Over recent years, Louis Vuitton has accelerated its high jewellery ambitions through collections such as Spirit, Deep Time and Awakened Hands, Awakened Minds. The maison has also continued to increase visibility in the category through destination launches, rare gemstone acquisitions and limited-edition creations.