Antoine Arnault signals the end of 'bling'

PARIS, Jan. 22 (UPI) -- The heir to France's Louis Vuitton Moet Hennessy luxury and fashion empire says fashion houses will be ending the use of "bling" in clothing lines.

"We are going to enter an era in which logo and ostentation is going to be less successful. It will be about real quality," said Antoine Arnault, the 34-year-old heir to LVMH.

Arnault has predicted the showy use of jewelry, diamonds and gold accessories -- "bling" -- will be dropped by designers, The Daily Telegraph reported.

Arnault worked for his father Bernard's luxury group, which owns fashion labels Christian Dior, Krug, Tag Heuer, Bulgari, Givenchy, and Glenmorangie as well as Louis Vuitton, for five years as head of communications and is well versed in fashion trends.

"People are going to want more quality and less ostentation," he said. "Especially in a world in economic crisis: You don't want to be seen with evidently expensive products. Just something that is beautiful."