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Louis Vuitton Replays Checkerboard Set for Spring Ads

Artist Daniel Buren created the graphic backdrop for the upcoming campaign and will do window displays for select boutiques in March.

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PARIS — Artist Daniel Buren, who created the yellow checkerboard set for Louis Vuitton’s spring fashion show in Paris in October, created a similarly graphic backdrop for the French brand’s next fashion campaign, slated to break in February issues.

Photographer Steven Meisel, who shot the ads in a New York studio, was seeing double as Vuitton artistic director Marc Jacobs chose top young models in twins to heighten “the message of repetition and the repetition of patterns.” Jacobs noted that his collection was inspired by one of Buren’s most famous works — the striped columns of different heights in Palais Royal, known as Les Deux Plateaux — and played with Vuitton’s famous Damier check.

This story first appeared in the December 12, 2012 issue of WWD.  Subscribe Today.

Buren said it was his first such collaboration with a fashion brand, and he was impressed with the speed of the industry. “Some of my projects take years to complete, so this was new for me,” he mused.

The checks don’t stop there. Buren has also been tapped to do window displays for select Vuitton boutiques, timed for the arrival of the ready-to-wear collection in March.

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