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Louis Vuitton buys Aston Martin

Written by Daniel P Dykes.

We approach this news with trepidation. LVMH Moet Hennessy Louis Vuitton SA, the rather long-named luxury goods consortium, has moved into a new field – sports cars.

The company has placed the highest bid for British car company Aston Martin, makers or some of the sexiest cars to grace our roads and to be driven by Ian Fleming’s James Bond.

Seemingly an innocuous sale, and while LVMH has handled its brands well in the past, the idea of a Louis Vuitton monogrammed Aston Martin positively scares us. Chavs on the other hand are rejoicing.

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Late one Oxford night Daniel P Dykes set about creating a fashion publication that would go someway to being an arbiter on fashion as it appeals to the emerging power generations: those who don't remember a world without the Internet and for whom work plays second fiddle to pleasure. And so Fashionising.com was born as a publication for those who were focussed not just on fashion's trends, but on society's too, and how those trends could all go to heighten the art of living. Hence, Daniel sees a future where, for those young at heart, both fashion and style are grounded in traditional quality, but with a youthful, sensualised edge. Daniel is Fashionising.com's Editor in Chief and Chairman.