Louis Vuitton unveils Mythica in Marrakech: 37 colored diamonds and an 80-carat zircon

This May 4, 2026, Louis Vuitton transformed Marrakech into a showcase for haute joaillerie. The company presented its Mythica collection at a spectacular event featuring rare stones and prestigious ambassadresses. Léa Seydoux, Ana de Armas, Phoebe Dynevor and Alicia Vikander attended this unique moment.

A two-part presentation in the ochre city

The pieces were first unveiled at the Royal Mansour, under tight security. Guests were able to admire the exceptional creations up close before the gala evening. Customers from all over the world gathered alongside the ambassadors of the House.

Later, two parades took place at the Kasbah d’If, an hour’s drive from Marrakech. This fortress with its dry earth walls stands on the edge of the Agafay desert. A dinner signed Hélène Darroze accompanied this exceptional moment.

Pietro Beccari, the company’s CEO, emphasized the significance of these creations to the customers present. According to him, these pieces are destined to cross generations.

“These creations will stay in your families for generations.”

An assertive jewellery grammar

For several years now, Louis Vuitton has been imposing a recognizable style on the world of fine jewelry. Monogram flower-cut diamonds have been a signature motif for 130 years. The chevrons evoke the letter V, while the rope motifs recall those of historic trunks.

With Mythica, the company takes its creative vocabulary a step further. The lines remain sharp and the signatures multiply on each piece. This collection marks a new stage in the brand’s jewelry style.

• Monogram flower-cut diamonds
• Chevrons inspired by the letter V
• Rope patterns on historic trunks
• Rare stones from around the world
• Creations for both men and women

Rare stones at the heart of the collection

The Victory necklace is Mythica’s masterpiece. It features 37 colored diamonds covering the entire chromatic spectrum. It features shades of orange, green, blue, violet, red and pink. This piece perfectly illustrates the collection’s gemological ambition.

The Conquest set features 21 fiery-red rubies from Mozambique. These gems, ever rarer on the market, testify to the House’s quest for exceptional stones. Each ruby has been selected for its quality and intensity.

Zircon makes a striking appearance in the Fortitude set. This stone could date back more than three billion years, a record in the history of gem crystallization. In its 80+ carat lagoon-blue version, it adorns a necklace with a rope motif.

Fluorescent diamonds and cat’s eye topazes

The collection plays with the secrets of gemology. Some snow-set diamonds change color under black light thanks to their fluorescence. These visual effects add an almost magical dimension to the creations.

White and blue cat’s eye topaz complete the ensemble. Their milky hue houses the famous pattern that gives them their personality. Louis Vuitton has also selected imperial topazes of extremely rare quality, once reserved for emperors.

Men are not forgotten in this collection. Brooches, bracelets and even a pen are designed for them. The latter is designed for exceptional contracts or ultra-premium autographs.

A completely transformed kasbah

For this reveal, Louis Vuitton spared no expense. The company dressed the premises entirely in its image. LV cushions lined the pool at La Mamounia, while pyramids of trunks adorned the Royal Mansour.

At Kasbah d’If, every detail bore the mark of the Monogram. Photophores, napkins, crockery, cutlery and even the fountains vibrated to the tempo of this iconic motif. The backs of the wrought-iron chairs also bore this signature.

The first parade took place at sunset on this majestic terrace. A second took place along the two huge tables set up for dinner. One dish followed another: sea bream crudo with rose pickles, lobster with black garlic, manjari with chocolate and Beldi cumin.

As night fell, huge flames erupted from the walls of the Kasbah. A firework display then lit up the black-blue Moroccan sky. For a few minutes, thousands of lights seemed to dance over the Agafay desert. Louis Vuitton thus offered its guests a finale worthy of the treasures presented that evening.

• louis vuitton