“The spirit of our Spring/Summer 2012 collection is reflected beautifully in this new ad campaign,” says Louis Vuitton Artistic Director Marc Jacobs. “All the tone and texture of the collection – the lightness, the prettiness, the broderie anglaise, the millefeuille layers of organza – are recreated in these wonderful images by Steven Meisel. It is all very soft and very sweet, yet at the same time very bold and very graphic.”
In an intriguing echo of the previous season, the Louis Vuitton Spring/Summer 2012 advertising campaign once again takes up the narrative of the fashion show, continuing it from the point where the woman steps daintily off the pure white fairground carrousel and into the pastel pink paradise of a nearby ice cream parlor. Like the vintage limousines of the Fall/Winter campaign, this vastly different setting – painstakingly recreated in a New York studio, complete with a mouth-watering array of Chantilly-topped sundaes – provides the perfect showcase for the deliciously sweet, airy concoctions of Louis Vuitton’s Spring/Summer 2012 collection.
Up-and-coming models Daria Strokous and Kati Nescher are the lucky pair chosen to sample the parlor’s assorted delights while wearing some of the season’s standout looks, including romantic broderie anglaise dresses, ladylike shifts embellished with strass, studs and 3D flowers, and sorbet- colored suits with white lace collars. Accessories, too, feature prominently in the nine visuals, foremost among them the Lockit bag in sheer nylon voile that opened the runway show, the Speedy in powdered, whitewashed crocodile, and the pointed-toe mules in pastel shades with metal toe caps, dainty laces or rows of tiny buttons. “The whole ambiance is very pretty, very special and very magical,” says Marc Jacobs, “and I’m sure it will look just delicious and fresh come the spring.”
Isabelle des Garets, Advertising and Editions Director for Louis Vuitton, comments: “Once again, Marc Jacobs and Steven Meisel have created a stunning campaign that not only captures the romance and lightness of the runway show, but expresses it in an entirely fresh and playful way – and in a style that is unmistakably Louis Vuitton.”
The Louis Vuitton Spring/Summer 2012 advertising campaign will break in the February 2012 issues of magazines worldwide.
Models: Kati Nescher Daria Strokous
Photographer: Steven Meisel
Stylist: Karl Templer
Hair: Guido Palau
Makeup: Pat McGrath
Video via Louis Vuitton