Advertising campaign Louis Vuitton pro season spring/summer 2013 it follows in the footsteps of previous campaigns in that – with great attention to detail – it reproduces the atmosphere of a fashion show. In this spirit, the backdrops for the advertising images were also created – a yellow and white checkerboard pattern referring to the traditional Jacobs Damier cube. They were created by the French conceptual artist Daniel Buren, with whom the artistic director of Louis Vuitton Marc Jacobs also collaborated on the production of the fashion show.
The campaign was shot in his studio in New York by photographer Steven Meisel. It features 12 budding models whose star is rising sharply. Most of them already appeared on the catwalk in October in similar models and with the same handbags. Marc Jacobs comments: “I have always been very fond of Daniel Buren’s work. My inspiration for the proportions of the models was Les Deux Plateaux, the multicolored, otherwise high stripes, in the Palais Royal in Paris. I thought sending the girls down the catwalk in pairs, like ‘twins’, would reinforce the motif of repeating pattern which is key this season. Sometimes they were identical twins, other times the girls were all different – in outfits with different lengths – mini and midi or midi and maxi – like those columns of different heights.”
Daniel Buren even oversaw the production and installation of studio sets in New York. He was pleased that his collaboration with the Louis Vuitton brand continues. “I’ve never done anything like this, so it was a welcome new experience for me,” says Buren. “I was also surprised – because some of my projects take years to complete – how quickly you can go from the first sketch stage to the stage of finished sets. I really liked that.” The artist will also design window displays for selected Louis Vuitton brand stores. Window displays by Daniel Buren will premiere together with the new collection in March 2013.
Louis Vuitton’s spring/summer advertising campaign features three one-page and six two-page visuals and a special visual focusing on shoes from the collection and will be launched in February 2013 on the pages of global magazines.
Photographer: Steven Meisel
Hair styling: Guido Palau
Styling: Karl Templer
Makeup: Pat McGrath
Source: LUXURYMAG. Móda a módní trendy. 2018. by www.luxurymag.cz.
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