There was once a time when Marc Jacobs wanted to get rid of Louis Vuitton’s monogram print.

The fashion designer, who is now the creative director of the fashion house, wasn’t keen on the company’s famous logo when he started there 12 years ago, but soon realized it would be a mistake to lose it from the collections.

“When I arrived at Louis Vuitton 12 years ago, and I was figuring out how to create a new tier of Vuitton for a different customer, I thought it would be clever to hide that monogram, which was very stupid of me. That logo is part of what makes the Vuitton so desirable. It allows people to become members of an aspirational club.”

Although there are many fake Louis Vuitton bags around, Jacobs is confident the label will always remain desirable as consumers know its quality: “The real Vuitton will always be about a level of quality and attention to detail that makes it aspirational. It’s about display and when that gets out of control it’s a disaster, but in moderation, it’s lovely. You can either be ashamed of having pride in your appearance or you can relish it in an intelligent way.”