It’s safe to say that Louis Vuitton had the most elaborate (and most expensive!) runway set at the fall shows. Remember that steam train that reportedly cost $8 million? It hasn’t pulled out of the station quite yet.
For the first time ever, Louis Vuitton will carry over the exact theme of the runway show in its fall ads, WWD is reporting. Think glamorous models lounging on a steam train with four porters in tow to lug their fancy LV bags around.
The ads, shot by Steven Meisel in New York City, were not actually shot on the train, but at a reconstructed interior in a studio. However, the train itself is going on a glam journey. Starting on July 5, the train will be chugging its way to Shanghai for a huge show there on July 19. Models will disembark and strut around just like they did at the Paris show. The whole thing will be documented on a specially dedicated website, louisvuittonexpress.com. The spectacle coincides with the opening of Vuitton’s first maison in China, according to WWD.
Want to see how the ads came together? Grazia got their hands on some behind-the-scenes footage in which Marc Jacobs explains the look and process. Click through to see.