Sunday, 16 February 2014

Where Would You Go? ... Louis Vuitton SS2014 Advertising Campaign

Five months ago, Marc Jacobs decided to leave renowned maletier and fashion maison Louis Vuitton to give more focus on his own brand. 

On the other hand, a few weeks from now, the fashion sphere, especially the buyers and notable fashion editors, will witness and provide their verdict to Louis Vuitton’s upcoming fall/winter 2014-15 collection by its newly appointed creative director Nicholas Ghesquire.

Though Jacobs’ parting gift – the punk-ish, gothic Lolita influenced spring/summer collection which I had earlier described in my review last year as Miley Cyrus meets Cher circa 1988 Oscars – was met with tremendous reviews and appearances in countless fashion spreads, the designer also conceived another ‘gift’ to its fans in the form of an inspiring advertising campaign – a series of portraits of his muses.

For spring/summer campaign, six celebrities who are also the designer’s muses were roped in to model selected pieces from the spring/summer 2014 collection. 

They were French actress and model Catherine Deneuve, British model-of-the-moment Edie Campbell, supermodel Giselle Bundchen, Chinese actress Fan Bingbing, model and music producer Caroline de Maigret, as well as film director Sofia Coppola, all were handpicked by Jacobs himself.

Shot by Steven Meisel, the images feature simple studio backdrop with restrained colour palette. Ready-to-wear pieces aside, the models were photographed with the season’s variation of Louis Vuitton iconic bag Noé. 

Originally commissioned by a champagne producer as an elegant way to carry five bottles of bubblies in 1932, Jacobs has given the bag some “cleaning up” to the original design by making it smaller, streamlined and still recognisable as a champagne bucket.

As this season’s signature – or must have - bag, the Noé is crafted in many styles imaginable - feathers, crystals, sequins, studs, alligator appliqués - but with distinctive details in common: a hand-pleated leather tassel closure, a Louis Vuitton-embossed leather handle, and the emblematic LV padlock and key bell. Inside the bag, a matching removable zippered pocket is perfect for stowing valuables.

The advertising campaign also comes with a series of video interviews where the muses share with the viewers on where they would go with their Noé bag. 

The video series, which is currently available for viewing on Louis Vuitton’s YouTube channel, echoes the mood and tone of the print advertisements and was directed by Steven Meisel himself with art direction provided by House and Holme.

Louis Vuitton’s spring/summer 2014 ready-to-wear and accessories collection are available now at Louis Vuitton stores worldwide, while the retail price of Noé Bag in Malaysia starts from RM 7,750.00, depending on the embellishments.

*Photos courtesy of Louis Vuitton

Louis Vuitton - Indulge Floor, Starhill Gallery, 181 Jalan Bukit Bintang, 55100 Kuala Lumpur; Ground Floor, Suria KLCC, Kuala Lumpur City Centre, 50088 Kuala Lumpur; Ground Floor, The Gardens Mid Valley, Mid Valley City, 59200 Kuala Lumpur

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