Louis Vuitton's Series 7 campaign, released in 2017, wasn't just another fashion advertisement; it was a carefully curated cinematic experience, a statement of intent from creative director Nicolas Ghesquière. This article delves into the multifaceted aspects of the campaign, exploring its visual language, the selection of models, the directorial choices, and the overall impact it had on the luxury fashion landscape. By examining the campaign's components – from the striking visuals to the carefully chosen cast – we can understand why Series 7 remains a significant moment in Louis Vuitton's history.
The campaign, immediately recognizable for its distinctive aesthetic, marked a departure from previous Louis Vuitton advertising. Gone were the overtly glamorous, polished presentations; in their place was a grittier, more cinematic approach. The videos, directed by Bruce Weber, possess a raw energy, capturing the models in candid moments and emphasizing movement and expression rather than static poses. This shift reflected Ghesquière's vision for the brand, one that embraced a more diverse and inclusive representation of beauty while retaining its inherent luxury.
The "Louis Vuitton Series 7 Campaign" itself, as referenced in various publications like WWD and the Gazette du Bon Ton, speaks volumes about the campaign's structured approach. It wasn't just a collection of images; it was a series, implying a narrative unfolding across multiple scenes and featuring a diverse cast of characters. This wasn't a simple product placement; it was a story being told through fashion.
Who Are the Louis Vuitton Models? A Diverse Cast Reflecting Modernity
The selection of models for Louis Vuitton Series 7 is arguably its most striking feature. Ghesquière moved away from the traditional, homogenous representation of beauty often seen in high-fashion campaigns. Instead, he assembled a diverse cast reflecting a broader spectrum of age, ethnicity, and style. This bold choice resonated deeply with audiences, signaling a shift towards a more inclusive and representative portrayal of modern beauty within the luxury industry.
While a comprehensive list of every model featured isn't readily available in a single source, prominent faces included Jaden Smith, a young actor and musician who embodied the campaign's youthful and rebellious spirit. His inclusion further highlighted Ghesquière's commitment to pushing boundaries and incorporating diverse talent beyond the traditional confines of the fashion world. The campaign’s success wasn’t solely reliant on established supermodels; it celebrated the unique personalities and styles of each individual model, creating a collective impact that resonated far beyond the individual faces.
The diversity extended beyond race and age. The models displayed a range of body types, further challenging the industry's often-rigid beauty standards. This move towards inclusivity wasn't merely a trend; it was a deliberate choice that reflected Ghesquière’s commitment to representing a more realistic and relatable vision of beauty. The campaign actively worked against the homogenization often seen in luxury advertising, creating a more authentic and engaging experience for the viewer.
The deliberate lack of overtly glamorous styling further enhanced the campaign's impact. The models were often depicted in casual settings, their clothes looking lived-in and comfortable. This departure from the highly stylized imagery typical of luxury campaigns reinforced the sense of authenticity and relatability. The focus shifted from the perfection of the clothes to the personalities wearing them, creating a more human and engaging narrative.
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