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Exclusive: Louis Vuitton makes first creative changes to Pinarello brand

Cyclist magazine
1 Apr 2017

The first image of the new bike was leaked ahead of its launch

Following Louis Vuitton's acquisition of a majority stake in bicycle manufacturer Pinarello, speculation had centred around how the fashion boutique would change the creative direction of the Italian frame builder.

Now, a leaked image has given the first hint of the future aesthetic we can expect to see on Pinarello bikes.

When raced in the WorldTour peloton by Team Sky the bikes are usually block colours and mostly black, so the use of Louis Vuitton's famous pattern is an obvious departure from what we've seen before.

There is no indication yet of a shift in price – with Pinarello bikes already at the premium end of the market – but we could see an upwards tilt as a result of the value-add that the LV branding delivers.

Team Sky began a new contract with clothing manufacturer Castelli at the start of the 2017 season so now attention will move to any hints from the kit supplier as to a collaborative line with Louis Vuitton.