Here is the new core values film by Louis Vuitton. This film ties into the print campaign that focuses on the concept of “the journey”, which features world-class icons including Mikhail Gorbachev, Catherine Deneuve, and the Steffi Graf / Andre Agassi duo. The imagery is stunning, almost transcendental at times. The film aims to make Louis Vuitton, a brand guarded as an status symbol, feel almost immaterial. All in all, this is a very elegant piece for LV that stirs up emotions and imaginations. It successfully reveals a fundamental human insight that the align with, and not all fashion brands are able to appear empathetic and enigmatic at the same time.

However, I am slightly disappointed that this otherwise inspiring message is distorted and discredited by the presence of a couple ostentatious fashion campaigns on the same website and running simultaneously in publications. And then… there’s Pharrell for LV, which is just a WHOLE other story.

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