Cannes Becomes a Billboard

The IHT has a story on My Blueberry Nights, the film by Wong Kar Wei starring Nora Jones, and a Louis Vuitton gown that they paid for her to wear: "
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The IHT has a story on My Blueberry Nights, the film by Wong Kar Wei starring Nora Jones, and a Louis Vuitton gown that they paid for her to wear: "
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The IHT has a story on My Blueberry Nights, the film by Wong Kar Wei starring Nora Jones, and a Louis Vuitton gown that they paid for her to wear:

"Today, the sure bet in Hollywood is not dressing stars for a film's premiere, it's getting screen time alongside them," writes author Jessica Michault... Wong Kar Wei wore Louis Vuitton suits while acting as the head of the [Cannes] festival jury last year and then contacted the company when he started working on My Blueberry Nights.... In the end, the association is a subtle one: a set of keys that play an important role have a Louis Vuitton key chain; that cherry-blossom print dress from Vuitton's spring/summer 2005 collection is worn in a pivotal scene; and bags with the Epi leather and LV logo are worn casually in shots where the focus is on everyday life, not fashion. Awareness of the Louis Vuitton brand seeps into the psyche over the course of the film."

This isn't the first time a fashion house has sponsored a movie - Givenchy was Audrey Hepburn's personal costume designer, and recently, Calvin Klein provided all the clothes for Trust the Man with Julianne Moore. Still, the implications of the partnership are interesting: that costume design is no longer just art but commerce; that overpriced monograms can become as important as dialogue; that fashion consumers like you may have trained yourselves to ignore traditional ads completely. But will Louis get new shoppers with this movie? Or is it just another way to get the film's stars - Nora, Jude Law, and Natalie Portman - to wear Vuitton on the red carpet?