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Behind-the-scenes on Louis Vuitton’s new campaign

Louis Vuitton recently released a video featuring artistic director Marc Jacobs explaining the concept behind its autumn/winter 2011/12 ad campaign featuring models Zuzanna Bijoch, Daphne Groeneveld, Gertrud Hegelund, Nyasha Matonhodze, Anaïs Pouliot, Fei Fei Sun, and of course, those dogs.

“Steven Meisel and I met and decided we would do this wonderful story of beautiful vintage cars, little dogs and fresh-faced young women,” he says.

“It’s a very classic scenario, and of course it suggests travel and is definitely luxurious, but I think we gave it a fresh, modern and sometimes a little bit naughty, tongue-in-cheek spin.”

Each of the nine stills that resulted for the season are shown in detail. “Wherever she’s going, she’s dressed in style this season by Louis Vuitton,” Jacobs concludes.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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