In the foyer of Espace Louis Vuitton in Paris an introduction offers visitors insight to Le Fil Rouge (‘The Red Thread’), curated by Michoko Kono. It reflects on the role of thread in Louis Vuitton’s (LV) historic and contemporary products; the thread is integral to the product’s construction, binding its components, defining its boundaries and representing LV’s historic commitment to craftsmanship, establishing the integrity of the product (LVMH 2014). However in being so literal, the introduction understates the significance of the exhibition and its more abstract relationship with the LV brand. The exhibition is located on the top floor of the Champs Elysees Maison, LV’s flagship store and arguably the epicentre of contemporary French luxury fashion. Hence the exhibition serves some role in the promotion and therefore practice of this most international of luxury fashion brands; this review of Le Fil Rouge contextualizes the exhibition in respect of LV’s branding activities.