BON VOYAGE: Louis Vuitton plans to bring “the art of travel” to life in a new multi-media campaign slated to break in mid-November, WWD has learned. Featuring model Arizona Muse, the campaign was shot at the Louvre Museum in Paris in September by photographers Inez van Lamsweerde and Vinoodh Matadin. Entitled “l’Invitation au voyage,” or “Invitation to Travel” in English, the campaign is to be rendered in print, film and digital versions.
In recent years, Vuitton has ramped up the profile of such “institutional” advertising — which reinforces its travel heritage and artisanal roots — as a complement to its fashion spots. These include its popular “core values” campaign that has featured personalities including Sean Connery, Angelina Jolie and Mikhail Gorbachev, and arty and dreamy cinema and television ads that ran in 2008 titled, “Where will life take you?”
This story first appeared in the October 30, 2012 issue of WWD. Subscribe Today.