REVISITS THE SPIRIT OF TRAVEL
LOUIS VUITTON LAUNCHES ITS BEAUTIFUL, NEW CAMPAIGN
SHOT IN CAPE TOWN
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.