It 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.)
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.