June 15, 2012
I don’t normally post many ad campaigns and collections on here, especially in the designer realm, but I did have to share this peek into the upcoming Louis Vuitton campaign, set to launch in August.
From the brand:
GOING PLACES: Making good use of the extravagant train-station set for its fall fashion show, Louis Vuitton made a locomotive the backdrop for its next campaign — and is dispatching it to Shanghai for a gala taking place next month. “We wanted to continue the journey we started with the fashion show,” said Vuitton’s artistic director Marc Jacobs, adding the ads are meant to evoke “the glamour of travel and the romance of going somewhere.”
Steven Meisel photographed 10 female models and four male porters in the reconstructed interior of the Louis Vuitton Express in a New York studio. It’s the first time the brand has sought to evoke the exact ambiance of its Paris show. Ads are slated to break in August magazines worldwide.
A dedicated Web site — louisvuittonexpress.com — is to document the train’s journey from Paris from July 5. When it chugs into the show site on Shanghai’s famous Bund at 9 p.m. on the 19th, models are to disembark in the fall collection and circle the train, just as they did in Paris. The event coincides with an exhibition of travel articles and the opening of Vuitton’s first maison in China — a four-level unit at the Plaza 66 complex.
Sounds very romantic, and very costly. Well done Mr. Jacobs. But what I like most about this ad campaign, and why I had to share it, was because of its slight resemblance to the attire Lady Mary or Lady Edith might wear in Downton Abbey. Anyone else see it? Perhaps I’m just reaching and grasping for straws, in part due to my utter sadness over having to wait until 2013 to watch Season 3. You decide.