Wednesday, 26 March 2014

From Paris to the African Savannah ... Louis Vuitton Spirit of Travel 2014 Campaign

Mystifying, untameable, and fascinating ― that is what Africa is to the globe trotting nomads.

For centuries, South Africa has captivated travellers from around the world with its arid savannahs; bona fide wilderness teemed with abundance of wild, exotic creatures that serve as the basis of adventure-filled anecdotes woven by iconic writers, photographers and artists.

And for a maison that is famous for its travelling accoutrements since 1854, the dry, golden landscape that is sparsely dotted with dry grass and breathtaking sights of large baobab trees; occasional desert sand dunes certainly provides an appropriate milieu to the new Spirit of Travel campaign.

This year, Louis Vuitton extends an invitation to the ardent travellers to embark on a journey with it, right into the uncharted wilderness of the South Africa. Amalgamating the thrill of exploration with the wonders of discovery, the new advertising campaign conjures the original spirit of travel for the next generation.
 
In this series, two British models ― Karen Elson and Edie Campbell ― were cast as two intrepid travellers wandering across the semi-arid plateaus and sand dunes brimming with wild creatures that are famous for their unpredictable behaviours.

According to Lindbergh, both Elson and Campbell in this story are “two young women travelling in a very personal, but not necessarily narrative way.”

Styled by Carine Roitfeld, the former editor-in-chief of Vogue Paris and shot by Peter Lindbergh, both Elson and Campbell were dressed in selected pieces from the Louis Vuitton’s spring/summer 2014 ready-to-wear collection ― the finale collection for the maison by Marc Jacobs imbued with rich embellishment approach. 
Keeping these travellers company were three Louis Vuitton icons – the Speedy, the Keepall, and the Neverfull. Two new designs within the Monogram line were also given their first outing in this campaign.

Apart from the bags, the travellers were also accompanied by the presence of magnificent creatures that are the “co-stars” of the campaign.

Case in point: In one shot, Karen Elson was seen feeding a giraffe while sitting on the roof of the safari jeep. In another inspiring shot, two adult leopards joined Edie Campbell for afternoon tea.    

These sublime scenes were further enriched with the golden light of dusk and dawn that showers the land. 

Very much favoured by the photographer himself, the natural lighting feature subsequently became the star of the ad campaign itself, rather than the models, the collection or even the storied landscape.

“We travelled to South Africa with almost complete creative license and a wonderful cast,” Lindbergh commented on his experience, conceiving the inspiring advertisement campaign for Louis Vuitton. “Working without any layouts or prefixed ideas allowed us to create spontaneous and real situations. The result is charming and natural.”

Louis Vuitton’s Spirit of Travel campaign will be appearing in major fashion publications worldwide starting April 2014, accompanied by a film on digital media and the Louis Vuitton Pass app.

Louis Vuitton spring/summer 2014 ready-to-wear collection is available now at selected Louis Vuitton global stores while a selection of travelling accoutrements are also available at all Louis Vuitton stores worldwide.

*Photos courtesy of Louis Vuitton

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

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