Revealing its new brand campaign, Louis Vuitton transcending the times through a perennial voyage, an emotional journey across landscapes and borders, the curiosity for what lies both beyond and within.
Goes beyond discovering a physical destination, Louis Vuitton defines travel as a process of self-discovery, a personal journey. Photographed by Viviane Sassen, the dreamlike settings comes to life as the core values of the house. It is translated into imagery: the Art of Travel, dreams and escapism, transmission from generation to generation, and continuous optimism.
The imagination takes flight to Iceland, the Land of Fire and Ice, an island of light and darkness with mesmerising landscapes. Through contrasting scenery, from the island’s southern black sand beaches and mystical peninsulas to the northern dramatic glacier lakes and small lava caves, children appear, as if in a reverie. Beds of ice and snow lay softly on background plains, with shy rays of light daring their way through the misty skies. The high standing mountains mirror themselves in the infinite pool of water, calmly sectioning off colours of blue and grey.
Through an emotional journey beyond Iceland’s ethereal landscapes, Sassen capturing the House’s 2020 brand campaign with Icelandic school children venture across the island’s impressive nature. Bringing the sense of freedom with the lightness of tomorrow, the inner child is set free towards a dream, gazing upon the bright future with a sense of innocence of joy. Several creations were made as in a child’s world such as hat boxes become musical tambourines, Alzer trunks magically morph into an Eiffel Tower, the surreal sized keys to trunk locks parade along the island’s coastline.
Since the 1980s, the globetrotting photographers have captured the iconic Monogram and galleries of personality portraits in ever-changing scenery, shot in unexpected corners of the world, each artist creating powerful imagery still relevant today.
