Like most luxury brands, advertisements for Louis Vuitton generally feature celebrities like Gisele and Scarlett Johansson draped over a bunch of handbags, appearing as flawless as a china doll. Their new campaign is different. In a limo, next to a classic Louis Vuitton duffel bag, with the Berlin Wall in the background, sits Mikhail Gorbachev, the Russian politician and former leader of the Soviet Union. The caption reads “A journey brings us face to face with ourselves.” The ad also states that Louis Vuitton and Gorbachev are supporters of Green Cross International – an environmental organization which Gorbachev is the chairman of. It is interesting that a luxury fashion brand like Louis Vuitton would choose to be represented by a political leader who was most famous during the 80’s – a time when many of Louis Vuitton’s current consumers were still in diapers. They are differentiating themselves from other fashion brands by demonstrating that they are intellectual, and that their brand is for people who care about world issues. The picture of Gorbachev is intriguing; his concerned look, the lighting, the caption. I was inspired to learn more and discovered that Louis Vuitton’s website now includes a brochure about their commitment to sustainability. This ad makes both a political and an environmental statement, which, especially in today’s world, is a powerful combination.

Also interesting, is that a Louis Vuitton boutique is going to be part of a Takashi Murakami retrospective at the Museum of Contemporary Art in Los Angeles. The Museum says that the boutique will “symbolize the interweaving of high art, mass culture and commerce that has become essential to Murakami’s philosophy” and that it will encourage visitors to “experience the commercial work of Murakami as profoundly as they will the most complex painting, sculptures and exhibitions.”
All of this seems to be indicative of a cultural shift that is happening in our society towards sustainability, personal growth and deeper, more authentic meaningful experiences.

Finally, an ad with some substance… It will be interesting to see what’s next for the brand.

Learn more about Louis Vuitton’s Green initiatives