“Chic on the bridge” is the intriguing tagline of Louis Vuitton’s latest advertising campaign, which stars the iconic Alma bag, created in 1934.
In a total of four visuals shot by Steven Klein, the campaign depicts a group of dynamic young women who travel the world and meet up in three cities: Paris, New York and Shanghai. Each time, the glamorous “gang”, played to perfection by models Karlie Kloss, Daria Strokous, Jac Jagaciak and Iris Strubegger, meets up on a landmark bridge, carrying − as the ultimate sign of recognition − a Louis Vuitton Alma bag in the emblematic colour of their destination.
The Alma, whose bold architectural lines reflect the influence of the Art Deco movement of the 1930s, is perhaps the most quintessentially Parisian of Louis Vuitton icons. Created as the Squire Bag by Gaston-Louis Vuitton, it was also known as the Champs-Elysées before being named the Alma, after the elegant, tree-lined square – prolonged by the bridge of the same name – where the Avenue Montaigne meets the Seine. In the “Chic on the Bridge” campaign, the Alma is more than ever a symbol of elegance à la française, carried around the world by the collective energy of the four friends.
In Paris, the models rendezvous on the Pont du Carrousel with the Louvre in the background (a discreet nod to Louis Vuitton’s ongoing L’Invitation Au Voyage campaign), holding Alma bags in quintessentially French blue Epi leather. In New York, they pose on Brooklyn Bridge with Almas in the legendary yellow of the city’s taxis, while on Shanghai’s Waibaidu Bridge, glossy red Monogram Vernis evokes Chinese lacquer. In the fourth and final visual, the campaign comes full circle, with the models returning to Paris in a spectacular night-time shot showcasing the rainbow colours of Epi leather.
With its underlying theme of travel, this striking new campaign subtly alludes to Louis Vuitton’s heritage, while the historic Alma bag − featuring alongside key looks from the Prefall 2013 ready-to- wear collection − symbolically bridges the gap between the origins of the Maison and its current status as one of the world’s leading fashion houses.
The Louis Vuitton “Chic on the Bridge” advertising campaign will break in the May 2013 issues of magazines worldwide.
Models: Karlie Kloss, Daria Strokous, Jac Jagaciak and Iris Strubegger
Photographer: Steven Klein
Styling: Ludivine Poiblanc
Hair: Julien d’Ys
Makeup: Peter Philips
Images via Louis Vuitton