Louis Vuitton’s visual dialogue campaigns have now entered its fourth edition with “Series 4.” Through the artistic visions of German Photographer, Juergen Teller, American Photographer, Bruce Weber and Japanese video game powerhouse, Square Enix, Louis Vuitton “Series 4,” comes to life. The theme? Expressing their P.O.V. about the muses of a new era.
Story By: Amanda Del Mar
Images By: Louis Vuitton
Juergen Teller presents, The Heroine, a series of images capturing the silhouette of Korean actress and Sense8 star, Doona Bae, against Miami’s blue skies. A fresh, clean backdrop that compliments well with her ensembles. According to Louis Vuitton’s Creative Director, Nicolas Ghesquière, he chose Bae stating, “I am fascinated by her gift for transformation, and I had her image very much in mind as I was creating this collection. She radiates strength and an artistic sensibility that corresponds to the values of the Maison.”
The popular RPG game series, Final Fantasy’s heroic female, Lightning, takes center stage. Lightning: A Virtual Heroine stars the girl, who flashes from world to world in search for her captive sister. Pushing the boundaries of reality and entering the realm of virtual, metaphorical imagination is what makes this a unique take for Louis Vuitton’s campaign, as it strays away from the traditional way of approaching fashion.
“My clothes were nothing more than armor to stay alive; “dressing up” was a concept I’ve never had. Perhaps that makes me an unseemly choice as ambassador. But this experience has opened my eyes. Fashion isn’t something you’re taught or given; it comes from your own taste and your own choices. It displays the essence of who you are to those around you. It makes me feel excited, a feeling similar to when I venture to unknown lands. Louis Vuitton is a new adventure―a new fantasy―that I will enjoy from the bottom of my heart.” – Lightning
Bruce Weber’s own version of “The Heroine,” takes on a more realistic point of view, and stays close to what he is know for, capturing images of youth’s vitality. How does he capture this? He shoots a group of girls, ready to take on the world, full of imagination, confidence and promise. But there is a twist in Weber’s story, one that might not be expected.
The Heroine is not a female, but played by Jaden Smith, the eccentric young actor and rapper, who’s known for his unique fashion sense and artistic freedom. Nicolas Ghesquière states his role perfectly, “He represents a generation that has assimilated the codes of true freedom, one that is free of manifestos and questions about gender. Wearing a skirt comes as naturally to him as it would to a woman who, long ago, granted herself permission to wear a man’s trench or a tuxedo. Jaden Smith conveys something very interesting about the integration of a global wardrobe. He’s found an instinctive balance that makes his extraordinary attitude a new norm. That really inspired me in the creative process for this collection.”
Be on the lookout for the unveiling of the Louis Vuitton “Series 4” Spring Summer 2016 Collection this month, as well as the campaign’s films. We can’t wait to see what else Louis Vuitton has in store for this exciting campaign.