L’invitation au voyage, created by the photographer and director duo Inez and Vinoodh, produced in a series of six images and a film, will showcase the Louis Vuitton woman in the world’s greatest museum, the Louvre. The Louvre is also the cradle of the house, home of Empress Eugénie who appointed Louis Vuitton as her official packer.
It also marks a new communication chapter for Louis Vuitton, the beginning of an unexpected and moving story. Dramatic tension and imagination run through this allegory of travel, inviting everyone to become the master of their destiny.
On November 12, we discover the start of the heroine’s adventure in a one-minute TV commercial, a fabulous story taking her to the heart of the Louvre. Event after event unfold in this L’invitation au voyage – her mysterious discovery, her flight to an unknown destination… Also 12 November, the short 2-minute 30 film is released online before being shown on the big screen. Watch both films here: Louis Vuitton L’Invitation Au Voyage: The Film
Paris and its mysteries… For centuries, the most wonderful intrigues have been woven in the Louvre, a haven of culture and history.
An intrepid young woman enters this universal temple and unwinds the skein of time. After an encounter with the Mona Lisa and the Italian masters, armed with a key, she releases the secrets – also desired by a man hot on her heels – enclosed for more than 150 years in a legendary trunk created by Louis Vuitton.
Like a thread stretching across time and space, a hot-air balloon rises above the Cour Carrée. The beautiful unknown woman leaves the Louvre for a far-off destination in pursuit of her destiny.
The Louis Vuitton woman carries the Monogram Empreinte Speedy bag. One of the Maison’s icons created in 1926, it is today available in this elegant and sophisticated calf leather line, whose embossed Monogram bears witness to Louis Vuitton’s heritage and expertise.
The key that she wears around her neck will be produced in 1,000 pieces, in a Monogram Idylle version in three subtle shades of gold.
Inez and Vinoodh, having notably created Louis Vuitton’s first ready-to-wear advertising campaign, look back over their latest collaboration with the Maison.
What is the concept of the film and the photo series?
It’s an invitation on a mysterious journey around the world marked by stopovers and adventures. The heroine finds the secret of her journey in the Louis Vuitton trunk.
Why is she wearing a key around her neck?
The key is a symbolic object. It opens and closes all possible powers: it opens the pathways of knowledge, initiation, mystery and curiosity. It therefore symbolises the beginning of this young woman’s quest.
What does the flight of this hot-air balloon over the Louvre mean to you?
A sublime encounter between cinematographic creative imagination and Paris’ immense cultural heritage.
In what way did the Louvre inspire you?
The colours and light of the room devoted to the Italian masters suggested to us the palette of tones for the film and photos. And this European cultural heritage creates a link between fashion and culture.
How would you describe the Louis Vuitton woman?
She is stylish, classic and relaxed. She is also bold and extremely elegant.
What is her next destination?
We will find her where the hot-air balloon has landed…
Images via Louis Vuitton