Louis Vuitton launches its first fashion film with Arizona Muse
The much-anticipated commercial is Louis Vuitton’s first venture into big screen-style advertising. Following suit of Dior and Chanel, the luxury label has created a short film alongside a photo series entitled L’invitation au Voyage, aka The Art of Travel.
Set in LV’s home of enchanting Paris, model Arizona Muse embarks on a mysterious journey, which takes her down Hausmann boulevards and through the grand museum, the Louvre, watched by a handsome man in the shadows. Muse skips past famous works of art while holding a small key, which she uses to unlock a classic Louis Vuitton trunk to reveal a 150 year-old envelope. The secrets of the envelope remain a mystery as Muse escapes the pursuit of the man by floating away over the Parisian skyline in a red and white-striped hot air balloon.
Louis Vuitton describes the film as “an invitation to embark on a mysterious journey around the world marked by stopovers and adventures. It appropriately opens in a haven of history and culture, where centuries of knowledge and intrigue are woven in to the endless passageways… We will find the Louis Vuitton woman where the balloon has landed.”
The elegant film accompanies a series of equally gorgeous images starring Arizona, who has now been crowned “the Louis Vuitton woman.”
The film marks the luxury brand’s intent to move into the world of fashion film. Directed by photographer duo Inez and Vinoodh and set to music by the composer John Murphy, the film will be aired on television and shown in cinemas, marking the growing importance of fashion film.
Rather than an advertisement for a particular product, the film looks back at the origins of Louis Vuitton as a luxury luggage manufacturer by the including shots of the much-loved and instantly recognisable classic trunk.
Start your journey with Louis Vuitton’s L’invitation au Voyage here: