Confirmed Lv Campaign

[Lena]

much talked about, now confirmed

Vuitton Campaign Channels Hollywood

By Miles Socha

PARIS — Marc Jacobs is fast becoming a savvy casting director — thanks to Louis Vuitton’s new penchant for celebrity advertising.

Confirming a WWD report April 21, Jacobs said Friday the upcoming fall-winter campaign features a cast of five young actors: Scarlett Johansson, Chloë Sevigny, Christina Ricci, Diane Kruger and Hayden Christensen.

Not that he shouted “Action!” much on set.

That’s because he directed the stars to assume a “lazy, louche and loungy” posture for their individual portraits — which will run as single pages and spreads in magazines starting with August issues.

“There’s definitely a Hollywood film-still aspect to [the pictures], but they’re not at all nostalgic in any way,” Jacobs said in an exclusive interview. “Each one was very glossed up, glamorized and Vuitton-ized.”

The photographs, by Vuitton regulars Mert Alas and Marcus Piggott, are still being retouched and won’t be ready for a couple of weeks. But Jacobs, who spent four days in a London studio supervising the shoot, said the campaign would have the “iconic” quality sought by the world’s biggest luxury brand.

“It all looks very opulent in a very young way,” he said. “There’s this beautiful, old, relaxed glamour to the whole thing.”

Vuitton plunged into the celebrity realm last year when it cast Jennifer Lopez — with spectacular reaction. Jacobs said Bernard Arnault, chairman of LVMH Moët Hennessy Louis Vuitton, loves the idea of featuring celebrities, as they’re very “attention-getting” — and have the potential to boost business.

Jacobs said he was fortunate the five were able to participate, with Johansson interrupting filming of Paul Weitz’s upcoming “Synergy” to take part. “She was just a hoot — totally up for it, vampy and glamorous,” Jacobs said.

One of the most dramatic moments of the shoot came afterward, when Ricci agreed to do additional poses for campaign stylist Katie Grand, who is also editor in chief of Pop magazine and will feature Ricci in an upcoming issue. For that shoot, Ricci played three different characters, and for a “Dangerous Liaisons” type, suddenly burst into tears, smearing her makeup dramatically.

“They were all such good models, we almost forgot these people are actors,” Jacobs said. “[Ricci] put on this performance, which was just so compelling.”

The campaign features many categories of Vuitton products, although Jacobs noted a preponderance of eveningwear, in line with his collection’s focus on fancy dresses with Scottish airs.

The budget for the campaign was not disclosed, however, analysts estimate Vuitton spends more than $200 million annually on advertising, or about 6 percent of sales

 

[Amélie]

the photographs are being "retouched" hehe,

so it isn't so bad i spose...they'll do a good job i hope...

 

[Deleted member 1957]

im still trying to remember who is dianne kruger

 

[Meg]

Originally posted by eguana@May 10th, 2004 - 8:18 am
im still trying to remember who is dianne kruger

plays 'Helen' in the upcoming movie 'Troy'

to me Diane is nothing special. Can think of tons of other girls who would have made a perfect Helen.

That said, can't wait to see the ad's!

 

[Deleted member 1957]

i dont see her as very striking yes, she is beautiful but i wish theyd added some ethinic flavour!

 

[ignitioned32]

So The Daily was correct; one more model/actress and a actor.

I'm okay already with Scarlett, Chloe and Christina. Right choices if you're gonna do young Hollywood. Diane Kruger, well, it's ok, I guess, since it seems like she's gonna be an extra here cause she's the fourth girl (but I doubt). Hayden, I don't think it was the best choice but I can't think of anyone else.

Thanks Lena.

 

[mikeijames]

thank god there's no julia stiles

 

[chocsta]

Originally posted by mikeijames@May 10th, 2004 - 8:56 am
thank god there's no julia stiles

Yes... thank God

 

[Street_a_Licious]

Yummy, Hayden..... hehe OH, and Scarlett too? Double-Yum...
mmmhhhh....... Hayden and Scarlett..... ... and LV ³

 

[Spike413]

Okay, Love Hayden, Christina and Scarlett......don't think Chloe or Diane are anything special

 

[punkie]

Can't wait to see Scarlet especially...

 

[mayim]

I was excited about J. Lo, but disappointed once I saw the ads. They seem to have sucked out her personality & make her look plastic. However, I don't know if there is any risk of this with these hipsters. Can't wait to see it!

 

[Orochian]

Originally posted by ignitioned32@May 10th, 2004 - 6:19 am
So The Daily was correct; one more model/actress and a actor.

I'm okay already with Scarlett, Chloe and Christina. Right choices if you're gonna do young Hollywood. Diane Kruger, well, it's ok, I guess, since it seems like she's gonna be an extra here cause she's the fourth girl (but I doubt). Hayden, I don't think it was the best choice but I can't think of anyone else.

Thanks Lena.

How about James Franco? I think he'd make a much better fit than Hayden Christiansen. I went to highschool with him, and let's just say he had A LOT of work done.

 

[leyla m.]

Originally posted by mikeijames@May 10th, 2004 - 3:56 pm
thank god there's no julia stiles

u read my THOUGHT

 

[asta]

woo for chloe. she has lovely taste... and great hair [when she chooses to forego the 70's mops].

christina is stunning and i am sure that she will take the best photographs out of the lot....

too bad i don't really care for lv...

as for scarlett, hayden and the troy girl... blech!

 

[metal-on-metal]

Originally posted by Orochian@May 10th, 2004 - 4:52 pm
How about James Franco? I think he'd make a much better fit than Hayden Christiansen. I went to highschool with him, and let's just say he had A LOT of work done.

Oooooh, how much and where?! Do tell!

 

[Orochian]

He just didn't look anything like he does now. I don't want to be mean or vicious so I'll refain from picking apart his features and criticizing them, but he just wasn't particularly attractive even by ordinary people's standards. I've long suspected that he had major work done, and the recent exchange of gossips with some highschool friends tend to support, it not prove, that suspicion.

Back then he's also got the figure of beat-up scarecrow (which he still does )

Ok so may be that was vicious.

 

[softgrey]

sounds like the pictures will be beautiful...lv is positioning themselves to take over the luxury market completely...looks like they're headed in the right direction...marc jacobs had certainly landed on his feet...

 

[nycgirl84]

So tired of celebs schilling designer products. Scarlett, Diane, and Hayden are fine, but I don't really want to see Chloe (so damn over-hyped) or Christina (even though I think she is talented and interesting-looking).

 

[sbbbjm]

i think the fact that diane is playing helen -- the most beautiful woman in the world, kinda has to do with why she's in the ad. ya know? the most beautiful women in the world flash the louis is what their trying to say --