Casablanca – Louis Vuitton unveiled its new “Mythica” high jewelry collection against the backdrop of the Agafay Desert near Marrakech on April 29, with the experience unfolding deeper in Agafay at the five-star hotel Kasbah D’If.
The event brought together international ambassadors, including Léa Seydoux, Ana de Armas, Phoebe Dynevor, Alicia Vikander, and Mina Shin, while models presented 110 pieces shaped around 11 themes inspired by myth, travel, and imagination.
“We feel grateful to have been here tonight, here to celebrate our mythical collection, our mythical desert, Agafay desert here around us, and this kasbah, which has really something special, something magic, and you feel it in the air,” said Pietro Beccari, CEO and chairman of Louis Vuitton in the event, according to Robb Report.
Arrival itself set the tone, welcoming attendees with horse-mounted greeters and a group of traditional female singers, before moving into a setting animated by local gnaoua performers around an open-air pool.
The atmosphere built gradually through live rhythms and ceremonial energy. Musicians played traditional instruments such as qraqebs and tabals, turning the space into a continuous performance that blended hospitality with local cultural expression.
As the sun began to set over the desert landscape, the experience shifted into its highlight moment: an open-air runway presentation overlooking the horizon, where the “Mythica” collection was revealed on models against the changing light of the desert sky.
“We celebrate a second form of travel, because Mythica is all about imagination,” Beccari added, describing the collection as a journey shaped by mythological references and creative storytelling, where each piece is inspired by symbolic worlds that go beyond physical destinations.
“It’s all about the travel and the journey of the mind, of our fantasies, the traditions, the legends, the mysteries, the magic, the passionate saga in an explosive mix of storytelling and also savoir faire.”
Following previous editions staged in destinations such as Athens, Saint-Tropez, and Mallorca, this latest presentation continued the house’s pattern of setting its high jewelry showcases within evocative travel-inspired environments.
