Story

januar 9, 2016

Text Fredrik Austad Photos Louis Vuitton

“Series 4 The Heroine” by Bruce weber is one of three movies in the new advertising campaign under the leadership of the French designer Nicolas Ghesquière, who took over as artistic director for Louis Vuitton in 2013 after Marc Jacobs. Taking the wheel in his own hands, Ghesquière has steered the iconic French brand into our digital era, celebrating the meeting between old craftsmanship and new technology. Great icons like Annie Liebovitz, Juergen Teller and Bruce Weber have shot the previous campaigns; set in a futuristic and minimalistic architectural tone.

For Series 4 we find three different movies showcasing the spring summer 2016 ready to wear collection and the new classics in the leather goods department, such as the Petite Malle and The Twist.

Like taken out of a Grimes video the models take Tampa, a town on the west coast of Florida, wearing sharp monogram printed leather wests and sheer blouses. They are young, independent and strong. Notice the painted leather jacket in a beautiful colour combination matching the new City Steamer bag in the same style.

Featured alongside three female models we find the young artist Jaden Smith wearing pieces from the women spring summer collection; challenging the conservative gender roles, which has been a big topic in the western part of the world for the last years.

“Only Bruce Weber can capture the energy of a group and orchestrate it in vibrant harmony. Why does Jaden Smith star in this campaign? He represents a generation that has assimilated the codes of true freedom, one that is free of manifestos and questions about gender. Wearing a skirt comes as naturally to him as it would to a woman who, long ago, granted herself permission to wear a man’s trench or a tuxedo. Jaden Smith conveys something very interesting about the integration of a global wardrobe. He’s found an instinctive balance that makes his extraordinary attitude a new norm. That really inspired me in the creative process for this collection.” – Nicolas Ghesquière, Louis Vuitton

With these new unforeseen surprises we are sure to say that Nicolas Ghesquier is taking the French luxury brand to new exiting places and we are looking forward to see were this is headed.