Pretty Pictures: Louis Vuitton Core Values

CoreValues.KeithIt is rare that I like a fashion campaign featuring celebrities, but Louis Vuitton’s Core Values campaigns were a major exception. After years of bright, bling-y ads featuring glamorous supermodels surrounded by bags! bags! bags! Louis Vuitton decided to change their branding to re-capture the essence of the brand. Essentially the insane number of Louis Vuitton counterfeits had somewhat devalued the brand, and so they launched Core Values a few years back to remind customers of what the brand was about: luxury, travel, and the “journey.” My personal favourite was the Keith Richards ad, which I liked even more when I found out from a group of 19-21 year old students that they didn’t like it. (This was exactly the reaction Louis Vuitton wanted, they were moving away from being a favourite brand of teens.)

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Anyway, they have recently announced that they “plan to wind down the current iteration of core-values advertising” (WWD) which I find a bit disappointing. It is rare that fashion ad campaigns can feature people like Mikhail Gorbachev and still look beautiful.

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  • Dimitar Mangalski

    I am too over the LV print and even if they change their target this won’t change the way I see it. Unfortunate, but once a mistake has been done, one like theirs (every teenage girl dreams of a LV bag), I doubt whether people will take it seriously anymore. Next generations – may be, but the onces that saw school girls with their LV bags and pink rabbit iphone cases texting their bffs – no, they wouldn’t.

  • alexandrasuhnerisenberg

    I disagree. I have some vintage Louis Vuitton luggage (trunks) and they are beautiful. Despite what the brand has become, it is still be beautiful heritage luxury brand and I don’t think that will be forgotten.

  • Susy Bustamante

    I mean I’m 21 and I think these ads are classy , they probably just want to move away from unsophisticated ones…..young people these days. hahah I’m obviously just kidding , but I do think these are very elegant and timeless.

  • alexandrasuhnerisenberg

    Exactly, the unsophisticated ones :-)

  • Ona_in_Barcelona

    I just wish Annie Leibovitz would stop using Photoshop so much. Is it really so difficult to photograph two people at the same time?

  • alexandrasuhnerisenberg

    I manage to photograph my son and daughter, both under two, frequently in the same photo. I don’t use photoshop, and they look great. You are right, I don’t know what her problem is.