After the immense success that Louis Vuitton enjoyed following its Madonna-centered Spring 2009 ad campaign, head designer Marc Jacobs decided to use the fashion icon again for its Fall campaign, yet with a different stylistic slant. Images of the new campaign, due out in August, started to leak out to the press last week, to very mixed reviews. Shot by Stephen Meisel, the images are all drenched in a watercolored, psychedelic hue thanks to a technique of overexposure called solarization. The singer/model/icon is featured in each shot looking alarmingly youthful, and draped across a leather chair, wearing various LV runway looks and clutching a different Fall 09 logo-embossed bag. Some of the stylized looks appear strangely familiar due to their resemblance to Madonna's ensemble from the Met Costume Institute Gala that inspired flagrantly mixed reviews. But the overall look—specifically the rich wash of color—is a first for an LV campaign. “It gives something very graphic, more edgy” noted Antoine Arnault, Vuitton’s communication director.
Images from the Fall 2009 Louis Vuitton ad campaign featuring Madonna
When asked about the impact of the first Madonna campaign where she was featured as a vampish, French coquette in a Parisian bistro, Arnault said,
snapping his fingers for emphasis, “Everything she was wearing in the
first campaign was sold within a few months. People came into the store
saying, ‘I want the Madonna bag, the Madonna shoes.” Jacobs and the LV team predict a similar, if not bigger reaction for the upcoming campaign. Forget the jumpsuits though—after viewing the images, people will be clamoring to know what the LV brand is selling to make Madonna look thirty years younger, solarization or not!
Article and Photo Sources: WWD, newyorkmag
Tags: Alia Rajput, Antoine Arnault, Arnault, bags, campaign, communication director, Costume Institute Gala, edgy, images, Louis Vuitton, Madonna, Marc Jacobs, Parisian, shoes, solarization, Vuitton's Fall 2009