We all know Louis Vuitton (LV) is one of the words of luxury goods. In fact, 154 years ago, Louis Vuitton started its business with suitcases. Until now, "travel" is still the core value of this high fashion brand. Recently, Louis Vuitton unveiled a new series of core values ads featuring Rolling Stones guitarist KeithRichards, explaining solo travel and self-discovery.
KeithRichards sits on a bed in a hotel room with a guitar, a cup of coffee and an open book on a Louis vuitton suitcase beside him. The room was dimly lit because the lamps were covered with a black scarf with a skull pattern. There is also a small skull on the bedside table.
This isn't a scene from a Rolling Stones video, but a new commercial for Louis Vuitton. Rolling Stones guitarist and creator KeithRichards' rugged temperament is in line with the AD, which conveys Louis Vuitton's core brand value: travel. Below the AD were the words: "Some trips cannot be described. New York City. 3 p.m. Blues in C." The AD, the first in Louis Vuitton's core values 2008 campaign, will be rolled out globally in April. Since then, there have been a series of prominent people portrait ads.
We are so used to Louis Vuitton being associated with haute couture, luxury bags and celebrities that we often overlook its historical origins. Louis Vuitton, born to a French carpenter, opened its first leather shop in Paris 154 years ago, specializing in flat-topped suitcases. Made of Trianongrey canvas, these boxes soon became the first choice of Parisian aristocrats on their travels.
Today, 154 years later, LouisVuitton, which has long been associated with luxury fashion, still regards "travel" as the core value of the brand. KeithRichards is not in the fashion world. He doesn't have a meticulously polished look. But as Louis Vuitton communications director Antoine Vuitton says: "He is a global icon who inspires millions of fans?? That's why we respect him." As long as you have enough experience and money, you can start a solo trip and self-exploration with a Louis Vuitton suitcase like him. More importantly, this legendary suitcase is not only a symbol of your wealth and status, but also a witness to your journey of life. For Louis Vuitton, mental and emotional travel is what makes everyone.
"This is KeithRichards' first commercial and it would be hard to find a more persuasive spokesman." AntoineArnault said. The AD also kicks off a public service campaign in which Louis Vuitton will make a donation to TheClimateProject, launched by Nobel peace prize winner AlGore, on behalf of Keith Richardson.
Since last year, Louis Vuitton has added a new core value advertising series to its original fashion campaign. These ads are not used to promote any new products, but are about the brand image and concept, which is "travel". "We want people to be familiar with Louis Vuitton again," stresses AntoineArnault.
The first person to feature in the Core Values series last year was legendary French movie star Kathryn Brown. Deneuve, former Soviet President Mikhail Gorbachev, and tennis star Agassi and his wife. At an old railway station, Catherine? Deneuve sat quietly in her LouisVuitton suitcase. The Agassi AD shows the couple cuddling in a hotel bed. AntoineArnault explained: "Agassi is a superstar, but we want to show his love with his wife?? As soon as they arrived at the hotel, they hugged each other as soon as they put down their luggage. It was a sign of love. And the sweet journey is just beginning."
The most striking is the Gorbachev AD. He sat in his car with the Berlin Wall through the window. This photo has some political overtones and a deep atmosphere. Because travel doesn't always have to be about relaxation and fun, it can be a tough business. In the journey of life, it is not always full of sunshine and laughter. The AD is not about politics, but about the ups and downs of Gorbachev's life to get people thinking. Travel has many different purposes, and life is an unpredictable, bittersweet journey.
In the past, people usually took natural scenery such as deserts and mountains and rivers as their subjects. But the definition of travel has evolved over time. These days, with most of the world easily accessible by plane, rare beauty is no longer the most appealing part of travel. Therefore, Louis Vuitton takes "people" as the main body of travel. "Everyone has different reasons for traveling, different attitudes. In order to express the core values of the brand, we focus on the relationship between people and travel, "said Antoine Arnault." This campaign is particularly important for the Asian market. Because in European countries, many families have one or two of our suitcases. But we have only been in Asia for over 20 years, and young people see us as a fashion brand without knowing our history."
Advertisements of series of core value of Louis Vuitton are all operated by AnnieLeibovitz, famous female photographer, she is good at shooting portrait, had taken a photo for numerous 20th century celebrities. Filming Catherine? Deneuve and Gorbachev took only 40 minutes and 45 minutes respectively. She says little on the set and is quick to capture the most powerful moments. "It looks like a Rembrandt," Keith Richards said when he saw his first commercial photo on Annie Leibovitz's computer screen.
Louis Vuitton: From luggage to luxury
Louis Vuitton is a poor boy who was born as a carpenter. From the age of 14, he did odd jobs to earn a living. After spending several years as an apprentice in a Paris suitcase workshop, he began working for the French royal family as a clothes-binder. During the reign of Napoleon II and the steam revolution, train travel became the favorite hobby of the French aristocracy. But the old suitcase was a pain to the aristocracy? Either the suitcase crumpled the clothes, or the luggage fell over and over in the train's jolts. Louis Vuitton has designed flat-topped leather suitcases for train travel and opened his own leather shop in Paris. "Trianongrey" canvas boxes were beautiful, convenient and anti-theft, and soon became the first choice of aristocraciaries. Less than 10 years later, Louis Vuitton became famous among European royalty and even the world.
In 1859, Louis Vuitton set up its first factory and began to solve the practical problems of travelers. His son GeorgeVuitton invented the extraordinary lock "5-tumbler" in 1890? Louis, who can unlock all of the client's own luggage with a single key, said: Vuitton suitcase, to avoid the traveler's pants on a bunch of keys to the trouble. In 1914, Louisuitton opened what was then the world's largest outlet specializing in travel leather goods at 70 avenue champs elysees in Paris. GastonL.Vuitton, the third-generation successor, kept close contact with European artists at that time and often invited them to participate in his design process, trying to transform his favorite classical elements into enduring fashion classics. Louis Vuitton's products gradually took the road of luxury.