Marie Claire (South Africa) - - FASHION - WORDS EM­I­LIE GAMBADE



On 28 Fe­bru­ary, Louis Vuit­ton re­vealed its lat­est cam­paign to the world. Shot by Peter Lind­bergh in SA last year and styled by the inim­itable Carine Roit­feld, who de­scribed it as ‘a jour­ney to the ex­tremes of el­e­gance’ ,the im­ages are fem­i­nine and un­tamed. It also gives the im­pres­sion that, apace with mod­els Karen El­son and Edie Camp­bell, the shad­ows of ex­plor­ers Mary Kings­ley or Amelia Earhart float over the bush of Africa, shin­ing a light on travel as art. MC chats to Louis Vuit­ton’s com­mu­ni­ca­tion and events di­rec­tor, Frédéric Winck­ler, to find out how it came to be.

Louis Vuit­ton has a re­ally spe­cial re­la­tion­ship with SA... There is a mul­ti­tude of lit­tle things that tie Louis Vuit­ton to the coun­try. For the 2010 Soc­cer World Cup, we cre­ated a spe­cial trunk to carry the tro­phy. Our cam­paign, fea­tur­ing Bono, was shot in SA. There is also a Louis Vuit­ton City Guide for Cape Town that launched last year. Kim Jones, Louis Vuit­ton men’s ready-to-wear style di­rec­tor, spent his youth trav­el­ling through Botswana and other coun­tries in Africa and of­ten re­turns for in­spi­ra­tion; the brand also reg­u­larly uses SA mod­els, like Ka­tryn Kruger. There is not one sin­gle thing that links Louis Vuit­ton to SA, but rather an ar­ray of things. Why did you choose to shoot a cam­paign here again? There are many ben­e­fits to shoot­ing in SA: it is a for­mi­da­ble coun­try to shoot a cam­paign in. The land­scape is in­cred­i­ble and the in­fra­struc­ture is at a top level in­ter­na­tion­ally. When we look for a lo­ca­tion to shoot Louis Vuit­ton’s cam­paigns, we have to take into con­sid­er­a­tion the set­ting but also the pro­fes­sion­al­ism of lo­cal crews. SA of­fers both. Why did you se­lect Peter Lind­bergh and Carine Roit­feld to col­lab­o­rate on this cam­paign? We were look­ing for the team that would give us the most strength and po­etry. We wanted real im­ages not made-up ones. Carine Roit­feld knows how to cap­ture in­stances of fash­ion and beauty, and she knows how to do it nat­u­rally, cre­at­ing au­then­tic­ity in the im­ages. She has a lot of ideas; she is highly cre­ative and the quin­tes­sence of el­e­gance and knows how to sur­prise us. Peter Lind­bergh is sim­ply the best in the world. Can you tell me more about the choice of mod­els? Both of them have very strong per­son­al­i­ties. We couldn’t have waif fig­ures in the bush. Edie is an eques­trian cham­pion; she is strong-minded, fear­less. Karen has a rock band; she is more ma­ture and, like Edie, is also in con­trol. They both are world trav­ellers, with a rich life out­side of their modelling ca­reers. We wanted to give a more mod­ern idea of travel, through the eyes of women who are not pas­sen­gers any more, but in con­trol. Edie and Karen are the epit­ome of the ‘Spirit of Travel’: they choose the jour­ney, their des­tiny. Was this cam­paign shot as part cel­e­bra­tion of Louis Vuit­ton be­ing in SA for 10 years? It was a lucky co­in­ci­dence.At Louis Vuit­ton, we had a de­sire to shoot in Africa. Nat­u­rally, we chose SA as a lo­ca­tion, where we hap­pen to be cel­e­brat­ing our 10-year an­niver­sary. Louis Vuit­ton opened its first store in Jo­han­nes­burg in 2004 and, as a cel­e­bra­tion of the coun­try, our pres­ence here and the spirit of travel, we are bring­ing an ex­hi­bi­tion show­ing exclusive im­ages of the world­wide cam­paign [apart from the of­fi­cial im­ages, up to seven that have never been seen be­fore will be on ex­hi­bi­tion]. Those in­cred­i­ble pic­tures will be shown in Jo­han­nes­burg and Cape Town for two days only.

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