This Louis Vuitton advertisement creates the event on social networks

Louis Vuitton unveiled its new corporate campaign on Saturday, November 19, 2022, featuring two football legends.

  This Louis Vuitton ad creates the'événement sur les réseaux sociaux

The last institutional campaign Louis Vuitton named 'Victory, a state of mind' just broke the internet. As the controversial 2022 FIFA World Cup has just kicked off in Qatar, this ad features two of the greatest soccer players of all time: Lionel Messi and Cristiano Ronaldo .

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Cristiano Ronaldo and Lionel Messi for the last season

Often pitted against each other during competitions, the two sportsmen, who play for PSG and Manchester United respectively, rarely appeared side by side off the pitch. So it was surprising that they were photographed together for a luxury brand. Especially since Cristiano Ronaldo could feed a nice jealousy towards his opponent; the Portuguese player's eldest son is an absolute fan of the Argentine striker. To illustrate their healthy rivalry, the two best players of their generation face each other in a game of failure conducted on a suitcase stamped with the famous checkerboard of Louis Vuitton. The one with the World Cup trophy? It's not impossible: since 2010, the saddler has been making the trunk in which the prestigious award is transported. This advertising action is positioned as a logical continuation for the French brand, which in 2010 had already honored football legends such as Pele, Maradona and Zinedine Zidane . It is therefore together that Messi and Ronaldo, the current football stars, promoted the famous trunks of the French luxury house, under the sharp eyes of the photographer Annie Leibovitz. The two footballers' Instagram posts to share the ad went viral, with more than 36 millions de likes for Cristiano Ronaldo and 28 millions de likes for Lionel Messi. A campaign that has not finished making people talk about it.

Who to succeed Virgil Abloh?

No successor has been announced. to take over from Virgil Abloh in the artistic direction of the men's collections. But these questions are already arising for the brand. Its CEO, Michael Burke, spoke to the magazine WWD  to which he said he wanted to take his time before making a choice.

It must be said that the disappearance of the American creator, on November 28, 2021, took everyone by surprise. The man who had been the artistic director of Louis Vuitton's men's collections since 2018 succumbed to cancer that he had been fighting privately since 2019.



It was through a sober message that Louis Vuitton confirmed the death of Virgil Abloh, sending its condolences to the stylist's family. A tribute parade was then presented in Miami on the 30 November 2021. It was actually a show planned for a long time, thought as a spin-off of the spring-summer 2022 collection unveiled in June 2021 in Paris. Unique silhouettes, drones, hot air balloon, fireworks and a statue of Virgil Abloh made this event very special.

What is the history of Louis Vuitton?

Behind Louis Vuitton hides a young man, who at 16 arrives in Paris to become a trunk maker. Originally from the Jura where he was born in 1821 in Anchay, Louis Vuitton decides at 13 years old to cross France on foot from his native province to integrate the apprenticeship of a certain Mr. Marshal in 1837. That same year, the steam train, whose invention dates back to the beginning of the century, is equipped in France with a very first line reserved for passengers , rallying Paris to Saint-Germain-en-Laye. A step forward that considerably facilitates travel and good news for trunk makers, since traveling customers need more than ever solid luggage, trunks and suitcases to protect their belongings during their excursions. In fact, the history of Louis Vuitton is intrinsically linked to travel , which the house takes pleasure in highlighting with, in particular, in 2017, a traveling exhibition on this theme.

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Vanity trunk from Louis Vuitton

In 1854, Louis Vuitton inaugurated are premier atelier , a short distance from the Place Vendôme , at 4, rue Neuve-des-Capucines where he became friends with Charles Frederick Worth , who is credited with creating the high fashion . Then, it is in Asnières that the craftsman settles down with twenty employees. He had the idea of ​​inventing a trunk in a waterproof coated material, Gris Trianon canvas, with a rectangular and flat shape, easy to stack. It is a real success, which his function as trunk maker-packer for the Empress Eugénie surely inspired him.
With stores opening abroad (London, New York, California) as early as 1885, Louis Vuitton counterfeits begin to be legion. The craftsman then imagines with his son Georges Vuitton a beige and brown pattern, the Checkerboard since become famous. Presented during the same Universal Exhibition as the Eiffel Tower, in 1889, it is one of the house's successes. In 1892, Louis Vuitton died and Georges succeeded him at the head of the flourishing family business. Four years later, the heir introduces a new print, the famous Monogram Louis Vuitton, made up of flowers with four petals, the same ones that were on the earthenware tiles in the family kitchen. Mixed with the initials LV, in homage to his father, the motif becomes le logo Louis Vuitton . Once again, a success now a signature of the house, which is available over and over again on clothes, handbags or shoes and sometimes reinvents itself, as with the new Monogram called 'Since 1854'.

What makes Louis Vuitton creations so special?

Louis Vuitton is one of the jewels of French luxury. The LVMH group , to which the brand belongs, has thus achieved gross sales of 44.6 billion euros in 2020. If the company's performance is impressive, it is because Louis Vuitton (and the other brands of the group, from Dior to Celine) demonstrate a very specific know-how . With twelve leather workshops in France, leather from Italy and carefully selected materials, the house can be proud to be one of the most prestigious in the world. Its leather goods collections are thus either made in France , either made in Spain or the United States. For ready-to-wear, shoes and sunglasses, they are made in France and Italy. The watches are all designed in Switzerland, while the jewelry is created in France, Italy and Switzerland. Moreover, each year, Louis Vuitton organizes its Special days during which the general public is invited to discover the universe of the house in the workshops located in Asnières-sur-Seine, but also in Sainte-Florence in Vendée, in Fiesso d'Artico in Italy or even at La Fabrique du Temps in Geneva.

What are Louis Vuitton's must-have it bags?

The real success of the brand is undoubtedly its line of leather goods . Louis Vuitton handbags include the bowling bag among its cult models Speedy , which is passed down from generation to generation, the bag Neverfull or the very classic Soul , with an elegant rounded shape. With eight lines of iconic it bags and new models introduced each season, the choice is almost endless. And to pay homage to its founder, in 2014 the house reinvented its historic trunk in handbag format. Her name is... the little trunk , obviously !

More recently, the brand launched a new line of eco-designed handbags and padded. baptized 'Pillow' , this collection is inspired by the design of the Pillow Boot, this shoe-slipper imagined in October 2020 by Nicolas Ghesquiere who had caused so much talk thanks to his down jacket airs. A pillow-style backpack, a shopping bag Onthego , an unreleased version of Speedy and an Multi Pouch Accessories are the stars of this line as stylish as it is comfortable. Each piece uses the Econyl® , a material made of 100% recycled nylon fibers, on its entire exterior, lining, handles and backpack straps.

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Nicolas Ghèsquiere, artistic director of women's fashion at Louis Vuitton

When did Louis Vuitton start ready-to-wear?

For the brand to be at the ready to wear , we have to wait until 1996. Louis Vuitton then became the property of Bernard Arnault and an integral part of the LVMH group. The businessman decides to call on a fashionable young designer, an American named Marc Jacobs . Appointed designer of Louis Vuitton, he will shake up the codes, inviting the artists of the moment to revisit the monogram canvas while injecting a good dose of grunge, cool and pop culture into the pieces signed LV.
In 2013, Marc Jacobs presented his latest collection for Louis Vuitton in Paris. French Nicolas Ghesquiere takes over and has since composed a retro-futuristic score for the house. The parades take place during Paris Fashion Week, most often at Louvre , even if for spring-summer 2021, the brand presented its collection at the Samaritan still under construction. For the man it is Virgil Abloh , the designer sensation of recent years, who was named in 2018 to succeed Kim Jones . The designer knew well brand president and CEO Michael Burke , whom he had met when he was interning in Rome at Fendi alongside Kanye West. On the program until its disappearance on November 28, 2021: fashion in the colors of the rainbow and pieces that have all become cult on social networks, like its baskets Louis Vuitton.

What are Louis Vuitton's cult collaborations?

The brand is used to inviting personalities for the time of collaborations event. The most famous of them? In 2003, the Japanese artist Takashi Murakami was invited to affix his colorful universe to the house's handbags. The partnership is a success and the multicolored Monogram it bags are snapping up. Over the years, Louis Vuitton has repeated the experience: Jeff Koons, Yayoi Kusama, Stephen Sprouse or even Urs Fischer have used the famous add ear of the French label. The brands also lend themselves to the game of collaboration with Louis Vuitton. In 2017, Kim Jones, then artistic director of the men's collections, offered the label Supreme to revisit the classics of the house. The creations are snapped up and then resold with attractive capital gains on the internet.

Where to buy LV branded parts?

Since the beginnings of the brand, Louis Vuitton has faced numerous counterfeits. handbag imitations, belts, pouches, shoes and bags Louis Vuitton runs the streets. To avoid buying at a gold price a fake Louis Vuitton bag , it is advisable to go to the store. The house, present on five continents with its own boutiques, has Paris addresses on Place Vendôme, on the Champs-Elysees , avenue Montaigne or in Saint-Germain-des-Prés. In the capital, Louis Vuitton is also present in department stores, such as Galeries Lafayette , the Cheap Left Bank , the Spring Haussmann and The Samaritan. And for travellers, Louis Vuitton has set up in the areas duty free of different airports : at Paris-Charles de Gaulle , but also in South Korea, the United Kingdom or Singapore. Another possibility: buy the latest Louis Vuitton collections on the Internet. The brand launched its eshop in 2005 in France and has 39 different versions of its merchant site. To find vintage pearls signed Louis Vuitton, it is better to favor trusted second-hand sites and stores such as Monogram, CollectorSquare or Vestiaire Collective which has a authentication of professionals, able to identify a real one from a fake Louis Vuitton bag at a glance.

What is the Louis Vuitton Foundation?

In addition to fashion, Louis Vuitton distinguished itself in the artistic field. Bernard Arnault inaugurated a space dedicated to the creation, Louis Vuitton Foundation , in October 2014. The imposing building, designed by the architect Frank Gehry , is located on the edge of the Bois de Boulogne in the 16th th Parisian district. The museum's own collections and thematic temporary exhibitions are presented there alternately.

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In addition, Louis Vuitton has been producing very chic since 1998 tourist guides , them City Guide , for around thirty cities such as London, Paris, Dubai, Lisbon and even Moscow. An invitation to travel, once again.

Source journaldesfemmes.fr