“We started from the very beginning this season talking about glamour and something very stylized, very glossy,” says Louis Vuitton Artistic Director Marc Jacobs of the process that led to the Spring/Summer 2011 advertising campaign, shot once again by Steven Meisel. “We arrived at something which I would compare to the Eiffel Tower lighting up every hour on the hour – something of artifice that is just so gorgeous, and glamorous, and beautiful, that you are completely mesmerized by it.”
Shot in a New York studio, the new campaign captures the decadent glamour of the Spring/Summer 2011 fashion show, and stars two of the models who walked in it – Freja Beha Erichsen and Kristen McMenamy, whose body was famously painted with zebra stripes for the finale – alongside a flame‐haired Raquel Zimmermann. The dazzling colors and shimmering textures of the clothes, the glossy hair and makeup, and the sparkling Seventies‐influenced décor combine to create a spectacular set of images, with the models striking louche poses in color‐blocked lurex, silk cheongsams and lush iris prints.
The mood, reflecting the deliberate artificiality of Marc Jacobs’ Orient‐inspired vision, is vastly different from that of the previous season – indeed these three “bad girls”, with their long tasseled earrings, Monogram lace fans and two‐tone leather or python‐trimmed jacquard bags, seem to deliver a riposte to the three “good girls” of the demure Fall/Winter 2010 campaign.
Pietro Beccari, Executive Vice President of Louis Vuitton, comments: “Once again, Marc Jacobs and Steven Meisel have created a remarkable campaign. What is extraordinary about these new visuals is their vivid rendering of the gloss, glitter and glamour of the fashion show. Its visual impact will be second to none this season.”
The Louis Vuitton Spring/Summer 2011 advertising campaign will break in the February 2011 issues of magazines worldwide. Check out the full campaign below.
Louis Vuitton Spring/Summer 2011 Ad Campaign
Models: Kristen McMenamy, Raquel Zimmermann, Freja Beha Erichsen
Photographer: Steven Meisel
Stylist: Karl Templer
Hair: Guido Palau
Make-up: Pat McGrath
Images via Louis Vuitton