For years now, they kept saying that the it-bag was over and done with. But some things just won’t go away. Like the Louis Vuitton bag myth – it’s so enduring, so appealing, so everlasting that I keep being surprised by its constant reinvention. It’s the Phoenix of the bags, always reigniting the it-bag spark from its ashes.
The latest ad campaign from Louis Vuitton highlights the Alma bag. Formerly known as the Champs-Elysees bag. Or the Squire. Three lives already for the same iconic shape and aesthetic, originally created by Gaston-Louis Vuitton in 1934. Quite the temporal journey and not much seem to have changed if we’re still coveting the same bags since almost a century ago!
The campaign itself, photographed by Steven Klein, starring Karlie Kloss, Jac Jagaciak, Iris Strubegger, Daria Strokous is playing on that concept, with all the action happening on a bridge. On several iconic bridges, actually:
Yellow for the New York cabs, blue for… Paris (what’s that supposed to hint at, anyway?) and red for China. The same bags, the same girls, different bridges, different hues. Everything changes but they all stay the same. Some fashion statement, huh?