Once again the images of the campaign involve a triptych in which each section echos and completes the other, weaving a narrative about a heroine with multiple facets. The authors of the latest chapter are Juergen Teller, Bruce Weber as well as Tetsuya Nomura and VW of Square Enix, the Japanese video game and manga creator. Each one expresses a point of view about the muse of a new era.
The Heroine by Juergen Teller
Against the pure, blue sky of Miami, Florida, Juergen Teller captures silhouettes that seem to levitate. Singular figures catch the light like a force that renders them even more charismatic. Among these, Doona Bae, Louis Vuitton’s new heroine.
“I discovered the Korean actress Doona Bae in the sci-fi action film “The Host”. I was struck by her character and mysterious beauty. All of her movie choices are quite particular: she flits between an archery champion and an accomplished boxer (in the sci-fi TV series “Sense8”), or even an inflatable doll (in “Air Doll”). I am fascinated by her gift for transformation, and I had her image very much in mind as I was creating this collection. She radiates strength and an artistic sensibility that corresponds to the values of the Maison.” – Nicolas Ghesquière
Lightning: A Virtual Heroine
Her name is Lightning and she flashes through fabulous worlds in seach of her sister who is being held captive.
Lightning pushes the idea of the heroine even further. It is logical that the Maison Louis Vuitton would explore the infinite possibilities of the virtual world and ask this fantasy character to interpret the essence of a heroine.
Today Lightning, the heroic figure in ‘Final Fantasy’, the cult series of video games that has inspired more than 100 million players around the world, agrees to become a character in the Louis Vuitton galaxy. The Maison has always pushed the boundaries of reality and dreams. Real, virtual, incarnate, metaphorical: Lightning is the fruit of Square Enix studios’ imagination, and she raises the question of immanence – that which takes place solely in the mind – in tomorrow’s world.
“It’s clear that the virtual aesthetic of video games is predominant in this collection. If we push the reflection about heroines, or what might constitute the nature of a woman whose actions can be so courageous that she becomes superior and iconic, it becomes obvious that a virtual entity integrates with the founding principles of the Maison. Lightning is the perfect avatar for a global, heroic woman and for a world where social networks and communications are now seamlessly woven into our life. She is also the symbol of new pictorial processes. How can you create an image that goes beyond the classic principles of photography and design? Lightning heralds a new era of expression.” – Nicolas Ghesquière
The Heroine by Bruce Weber
The heroine shot by Bruce Weber, known for his images that capture youth’s vitality, is truly multi-faceted. In Tampa, a timeless town on the west coast of Florida, a group of girls takes to the street with the haughty insouciance of an idealistic age when the world holds nothing but the promise of conquest.
Among them are Jaden Smith, the young hero of a new generation that worships stylistic freedom.
“Only Bruce Weber can capture the energy of a group and orchestrate it in vibrant harmony. Why does Jaden Smith star in this campaign? He represents a generation that has assimilated the codes of true freedom, one that is free of manifestos and questions about gender. Wearing a skirt comes as naturally to him as it would to a woman who, long ago, granted herself permission to wear a man’s trench or a tuxedo. Jaden Smith conveys something very interesting about the integration of a global wardrobe. He’s found an instinctive balance that makes his extraordinary attitude a new norm. That really inspired me in the creative process for this collection.” – Nicolas Ghesquière
Images courtesy of Louis Vuitton