LV NOW

In this latest campaign, the Maison breathes new life into the valuable idea of innovation and ways in which to express it. Annie Leibovitz, Juergen Teller and Bruce Weber produced three photographic stories on the same day, at the same time, in very different venues, to express this very feeling.

Annie Leibovitz shot pictures of Charlotte Gainsbourg in the studios of artists Ellsworth Kelly, Brice Marden and Storm King Art Center in New York. Further beyond the print campaign, go “behind the scenes” with this short film.

On the evening of July 13th, before the kick-off of the 2014 final match between Germany and Argentina, the FIFA™ World Cup Trophy arrived on the pitch of the Maracaña Stadium in Brazil protected by a specially commissioned Louis Vuitton trunk, under the watchful gaze of 78,000 spectators.

It was escorted by two world-class celebrities: Carles Puyol representing Spain, the 2010 World Champion, and Brazilian-born top model Gisele Bündchen, who wore a Louis Vuitton outfit from the 2015 Cruise Collection.

In a few days, the FIFA™ World Cup Trophy and its official Louis Vuitton trunk will leave Brazil for the new World Champions’ home country.

After a first appearance on the football field in 2010 in South Africa, the Louis Vuitton case is especially designed to carry the famous trophy that will be delivered by Gisele Bündchen to the winning team on July 13th at the Maracana Stadium de Rio de Janeiro.

Handmade in Louis Vuitton's historic Asnières workshop opened in 1859, the special order case is covered in Louis Vuitton's iconic Monogram canvas and is fitted with the company's signature brass lock and corners.

In this film, Gisele Bündchen reveals the custom-made trunk case and the 18-carat gold trophy that will be handed over to the winners.

Much more than an advertising campaign, three contemporary and individual photographers have, for the first time ever, accepted their work to be mirrored by another great photographer, within an open and also remarkable framework of the unlimited imagination.

“I wanted an unprecedented narrative from each of these photographers whom I admire so greatly (...) I also wanted to remove them from their comfort zones, from what we already know about them, to see what they would tell the world, and me, about what fashion is today.” explains Nicolas Ghesquière.

More visuals and videos are available on the Louis Vuitton Pass application (App Store and Google Play, for smartphones and tablets).

For this first edition, Parisian visitors will witness all stages of the creative process — from inspiration to fruition — and experience unique encounters with American artist, Andrea Bowers (featured above), until September 2014. Her final artwork will remain exhibited in Paris from September 26th, 2014 till January 4th, 2015. Meanwhile, the program will continue in Tokyo with South-Korean artist Min-Jeong Seo and in Munich with Malaysian artist Simryn Gill.
These three artists are to work with a variety of media and literally start with a “blank page“ at each location, entirely free to choose the way they inhabit and transform each Espace.

These three artists will work with a variety of media and literally start with a “blank page“ at each location, being entirely free to choose the way they inhabit and transform each Espace.

As Michael Burke, Chairman and CEO at Louis Vuitton, says: “A defined passion for creation has always been at the core of Louis Vuitton, which translates into the idea of witnessing how new work materializes and share the experience of the creative process”.

Follow Andrea Bowers’ work performance here.