This Sunday, a very happy captain will lift the World Cup trophy above his head. But before all that, football’s biggest prize has to make its way onto the pitch – and it’s set to do so in a brand new Louis Vuitton trunk.
The maison has created custom trunks for every World Cup since South Africa 2010. Crafted in Louis Vuitton’s historic Asnières-sur-Seine workshop just outside Paris, the latest case is wrapped in the house’s signature monogram canvas and decorated with a hand-painted gold “V” that stands for both “Victory” and “Vuitton.” Inside, it is decorated in light beige leather and is designed to carry and present one of the sport’s most famous trophies.
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“The trophy trunk symbolizes much more than a protective object,” explains Pietro Beccari, president and CEO of Louis Vuitton. gq. “They represent the meeting point between savoir-faire and collective dreams. Since 2010, they have become part of a historic moment followed by billions of people.”
Sure, LV has spent decades creating trunks to store rare watches and clothing and other very expensive things, but a World Cup trophy comes with a slightly different kind of pressure. “The object holds a unique symbolic weight,” says Beccari. “Every detail, from the material to the final touch, must elevate the moment when the trophy is revealed to the world.”
And that moment never felt so big. The 2026 tournament expands to 48 nations for the first time, and football has changed dramatically since Louis Vuitton first teamed up with FIFA more than a decade ago. Players are no longer just athletes. They are regular front-rowers, campaign stars and fashion people in their own right. Brands are no longer just dressing them up – they’re becoming part of the game themselves.
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