Following the precedent of recent seasons, Louis Vuitton’s Spring/Summer 2013 advertising campaign recreates, with extreme attention to detail, the ambiance of the fashion show. Accordingly, the set of the campaign – a yellow and white checkerboard recalling the historic Damier canvas – was designed by the French conceptual artist Daniel Buren, with whom Louis Vuitton Artistic Director Marc Jacobs so memorably collaborated on the show.
Shot in a New York studio by Steven Meisel — styled by Karl Templer, hair by Guido Palau & makeup by Pat McGrath — the campaign pairs 12 up-and-coming models, most of whom walked the Louis Vuitton runway in October, wearing similar outfits and carrying identical handbags. Marc Jacobs takes up the story: “I have always loved Daniel Buren’s work, and Les Deux Plateaux in the Palais Royal in Paris – a series of striped columns of three different heights – was the inspiration for the proportions of the clothes. I felt that the idea of pairing the girls as ‘twins’ heightened the message of repetition, and the repetition of pattern, which is key this season. Sometimes, they are perfectly matched twins, and other times they are mismatched, wearing different lengths – mini or midi, or midi and maxi – reflecting the different column heights.”
For his part, Daniel Buren, who supervised the construction of the set in New York, was delighted to continue his collaboration with Louis Vuitton. “I have never done anything of this kind before, so that in itself was a surprising experience,” he says. “What was also surprising – given that my projects can take years to complete – was to see how quickly we could move from the initial sketch to the finished set. I enjoyed that.” The artist will also design window displays for selected Louis Vuitton stores, to be unveiled with the ready-to-wear collection in March 2013.
The Louis Vuitton Spring/Summer 2013 advertising campaign, comprising three single and six double-page visuals, as well a specific visual for the show shoes, will break in the February 2013 issues of magazines worldwide.
Watch the making of the ad campaign below:
More from Louis Vuitton’s Spring/Summer 2013 Women’s Collection:
> Louis Vuitton Spring/Summer 2013 Women’s Ready-to-Wear Fashion Show
> Daniel Buren Designs Louis Vuitton’s Spring/Summer 2013 Window Displays
> Louis Vuitton Spring/Summer 2013 Women’s Bag Names and Prices
> Louis Vuitton Spring/Summer 2013 Women’s Show Shoes
> Louis Vuitton Damier Facette Collection
Images via Steven Meisel / Louis Vuitton