Louis Vuitton Damier Azur collection

While the classic Louis Vuitton Damier checkerboard print is about achieving the ultimate in urban lifestyles, its new cousin, the Damier Azur, evokes the glamorous and relaxed beachside resort lifestyle of the French Riviera.

The Damier Azur, featuring the same honey-colored lining as the classic Damier, will launch during the cruise period as a permanent collection. Designed to be a fresher, more luminous take on its classic cousin, Damier Azur will debut worldwide in Louis Vuitton stores in November with a complete collection of leather goods.

Damier Canvas will be offered in three iconic products: the Speedy, Keepall, and Noé. New handbags include the Saleya, a zippered tote, and the Pampelonne, a rope-handled beach tote. Several hard-framed pieces will be available as well, including the Boîte Flacons vanity case and the Coffrets à Merveilles trinket box. The Damier Azur will also be available for those seeking made-to-order hard suitcases or hat boxes. Five small leather good pieces, as well as sandals, flip flops, sunglasses, and whimsical accessories like hair cubes, will all be produced as well.

Exact prices could not be learned, but are estimated to be just slightly higher than the current Damier line, which ranges from $590 to $1,740 for damier canvas louis vuitton handbags and $150 to $560 for small leather goods. A separate ad campaign - separate from a series of visuals shot by Patrick Demarchelier on display at a recent resort showing - has been created for this launch.