Louis Vuitton’s re-thinking what exactly its customers aspire to.
On the one hand, Lara Stone‘s replacing Madonna as the face of the brand. Madonna’s given Vuitton all the publicity she possibly can and Lara, French Vogue favorite, re-instills a high fashion edge; rotating both pop and fashion stars keeps both audiences interested. Steven Meisel will stay behind the camera.
Meanwhile, Vuitton’s sunglasses ads should make an impression on an even younger, slightly hipper customer. André Saraiva, the graffiti artist and man behind Beatrice, Le Baron etc, shot a group of kids including the Ronsons’ little sister Annabelle Dexter Jones and the not-so-child-like Olivier Zahm at New York’s Standard Hotel.
WWD says he’ll continue shooting the cool kids and their “party-all-night vibe”