As a modern interpretation of Louis Vuitton's classic travel spirit, **Onthego PM** has become a phenomenal item in the luxury field in recent years with its design language, brand genes and celebrity effects, which has profoundly influenced fashion trends and consumer behavior.The following analyzes its cultural influence from multiple dimensions:

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### **1. Design strategy: the balance between classic and contemporary**

1. **Inheritance and Innovation**

- Onthego PM was born in the Onthego tote bag series (original size) launched in 2019. Its smaller version of the PM (Petite Malle) responds to the trend of "small bags being the way" to better suit everyday size (24.5 x 19 x 12 cm), while retaining the iconic Monogram presbyterian and Damier checkerboard patterns, continuing the brand's travel box tradition.

- The hard silhouette, removable shoulder straps and double-sided printing design take into account both functional and visual impact, which meets the needs of modern urban people for "one pack and multiple uses".

2. **Scarcity and Personalization**

- lv outlet creates a sense of scarcity through seasonal limited colors (such as pink, green EPI leather) and artists' joint branding (such as Kusama Yayoi polka dot series), which stimulates the desire to collect.Customized services (hot stamped name abbreviation) strengthen personal symbol attributes, which fits the pursuit of uniqueness by celebrities.

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### **2. Celebrity effect: "mobile advertising" from street photography to social media**

1. **Celebrity endorsement and scene penetration**

- **Airport Street Photography**: Supermodels such as Bella Hadid and Hailey Bieber frequently show up at the airport with Onthego PM, shaping it as a symbol of "luxury travel".

- **Daily style**: Blackpink member Rosé and actor Emma Stone match the bag with casual outfits, conveying the mix and match aesthetics of "high-end items can be integrated into life".

- **Red Carpet Expo**: Brand ambassadors such as Zhong Chuxi use specially customized models at the event to expand their suitability for formal occasions.

2. **Social Media Fission**

- On TikTok and Instagram, there are more than 500,000 items under the topic of #LVOnthegoPM. Bloggers showcase their matching possibilities through "unboxing review" and "week dressing challenge" to promote "viral transmission".

- Inadvertently exposed in celebrity private photos (such as in cars and coffee shops) to create an "effortless chic" image, inspiring fans to imitate and consume.

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### **3. Key factors that drive fashion trends**

1. **Presential Flower Revival and Logo Economy**

- In the post-epidemic era, consumers prefer to invest in classic models with high recognition.Onthego PM's Monogram pattern has historical heritage and social currency attributes, meeting the mentality of "low-key showing off wealth" and echoing the warming of the Logo trend.

2. **Small package functional transformation**

- Although it is a mini-size, Onthego PM achieves practicality through multi-layer inner bag and wide base design, breaking the stereotype of "small bag = decoration", leading the "small but capable of installing" trend, and was rated as "Best Commuter Bag of 2023" by Vogue.

3. **Second-hand market premium power**

- According to Rebag data, Onthego PM's value retention rate in the second-hand market reached 68% of the original price, and the co-branded model had a premium of more than 30%. Its liquidity further consolidated its positioning as a "investment product" and attracted celebrities and middle-class consumers who value cost performance.

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### **4. Brand Strategy: Consolidate the Cultural Authority of LV**

1. **Modern narrative of the spirit of travel**

- Onthego PM redefines travel scenarios with the concept of "urban nomadity", extending from airports to workplaces and social occasions, strengthening the image of LV's "companimental luxury goods".

2. **Rejuvenation and inclusion**

- Engage millennial customers through endorsement of Generation Z idols (such as Yi Yang Qianxi), launching bright colors, and at the same time, covering diverse gender groups with neutral designs to expand the market base.

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### **Conclusion: Symbol Value and the Co-conspiracy of Consumer Society**

The success of Onthego PM is by no means accidental. It is a microcosm of LV's precise grasp of celebrity culture, social media ecology and consumer psychology.As a dual carrier of matter and symbols, this package not only reflects the current trend of "functional luxury", but also becomes an invisible label for class identity and aesthetic identity.In the future, as brands continue to iterate their product lines (such as launching recyclable material versions), their cultural influence may be further deepened.