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Gorbachev and Deneuve are the stars of new Louis Vuitton’s campaign |
Former Soviet Union president Mikhail Gorbachev and the film icon Catherine Deneuve are the new stars of Louis Vuitton’s autumn/winter 2007-8 print campaign. The image of Gorbachev was shot by Annie Leibovitz and depicts the former world leader in a pinstriped suit and a heavy overcoat, sitting on the back seat of a Khrushchev-era Soviet limousine, driving along part of the Berlin Wall - with a monogrammed Louis Vuitton bag on the seat beside him. The campaign also includes a photo of Catherine Deneuve, perched on a Vuitton case in front of a steam locomotive at the Gare d’Austerlitz in Paris. A third ad shows Andre Agassi and Steffi Graf in a hotel room in New York.
 Louis Vuitton fashion house decided to try this new aesthetic and hopes it will break through to new audience in Russia and China. “We have established a certain credibility on the fashion side,” Vuitton’s director of marketing, Pietro Beccari, told The International Herald Tribune. “It was time to rebalance, a little bit, the positioning of Louis Vuitton, showing another side of the brand that is important to us,” he added.
Gorbachev, who once starred in a tongue-in-cheek advert for Pizza Hut, was reportedly reluctant to participate in the campaign but was persuaded when Louis Vuitton made a donation to his environmental charity, Green Cross International. The fashion house is also making a donation to The Climate Project, spearheaded by Al Gore, on behalf of Deneuve, Agassi and Graf.
The new campaign for Louis Vuitton’s luxury accessories range will reportedly appear in news and financial publications, starting in August.
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