Louis Vuitton reveals "Series 4" advertising campaign


Louis Vuitton reveals "Series 4" advertising campaign

January 7, 2016: The spring-summer 2016 campaign of Louis Vuitton continues the visual dialogue between several artists following the initial conception of “Series 1”. 

Louis Vuitton Spring Summer 2016 advertisement

The new campaign features a series of three works of art, with each section subsequently completing the next. Louis Vuitton’s Series 4 displays a visual narrative about different types of heroines that creator Nicolas Ghesquiere wanted to explore. 

Against the pure clarity of the Miami blue sky, photographer Juergen Tell captures blissful silhouettes of Doona Bae, Louis Vuitton’s first new heroine in the collection. Mr. Ghesquiere first discovered the Korean actress in her portrayal of Doona Bae in the Sci-Fi action film, “The Host.” Fascinated and enthused by her mysterious and transformative gift, Mr. Ghesquiere found inspiration for the Series 4 collection. 

The authors of Louis Vuitton’s latest chapter include Juergen Teller, Bruce Weber and Japanese video game and manga creator, Square Enix. The next set of images in the Series 4 collection presents a virtual heroine named Lightning. Lightning, a fearless female in cult series, “Final Fantasy,” continues Louis Vuitton’s virtual aesthetic of video games. 

Louis Vuitton Spring Summer 2016 advertisement

In the final image of Series 4 comes yet another interpretation of “The Heroine,” by Bruce Weber. Among the assembly of young girls in Weber’s photo is Jaden Smith, the new generation hero who devotes himself to stylistic freedom. Mr. Ghesquiere found Smith’s disregard for societal and gender norms as inspiration during the creative process of Series 4.  The advertising campaign for the spring-summer 2016 collection will be unveiled through magazines worldwide beginning January 2016.

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