Louis Vuitton's forthcoming spring advertising campaign — featuring a bronzed Gisele Bündchen lounging poolside in one of Marc Jacobs' sexiest collections to date — practically begs the question.
Jacobs unveiled the campaign to WWD here Thursday in the midst of opening festivities for the new Vuitton flagship at the Landmark, which the Brazilian supermodel also attended. Slated to break in February magazines, the ads mark a change in direction after two seasons with Uma Thurman.
"We just wanted a fashion icon more than the celebrity thing," Jacobs explained over cola and cigarettes at the China Club. "I certainly feel Gisele is iconic and recognized all over the world as Gisele. Also, the clothes were hot and sexy and colorful, and we thought she would exaggerate the strength and the heat of the collection."
Shot by Vuitton regulars Mert Alas and Marcus Piggott at a private home in Ibiza, the images are colorful and graphic, with water glinting with sunlight in the background. The designer said the three-day shoot went off without a hitch.
The "glossy, summery" feel of the pictures feels right after a fall season of dark and sober clothes, Jacobs said, adding, "You just want to do something different."
Bündchen works a variety of poses and is draped with various handbags: yellow suede for February, perforated monogram for March, printed silk scarf bags for April, denim ones for May and a multicolored fringed number for June. "It's the bag-of-the-month club," Jacobs teased.
The collaboration with Thurman was deemed a success, and Jacobs didn't rule out working with the actress again, or another celebrity. Past Vuitton campaigns have featured the likes of Jennifer Lopez, Scarlett Johansson, Chloë Sevigny and Christina Ricci.
"There are all sorts of people I'd like to work with," he said. "But the stars — and I don't mean celebrities — all have to be in line...when everything just gels."
Vuitton does not disclose figures, but analysts have estimated the brand spends around $250 million annually on advertising.
Meanwhile, Jacobs opted for a rock star for his signature campaign, disclosing that Meg White of The White Stripes will soon pose in Los Angeles for photographer Juergen Teller. Her male equivalent for the Marc Jacobs campaign is Polish artist Wilhelm Sasnal.The designer collaborates with an eclectic mix of film stars, artists and models for his signature campaigns. Last season's ads, in which Teller collaborated with Cindy Sherman, have been collected in a new book published by Steidl in Europe and Rizzoli in the U.S., including surplus images not yet seen by the public, Jacobs said.
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