I have been a little critical of fashion brands in the past. Coming at it from an advertising perspective you could argue that luxury brands don’t really get the notion of having ideas. Fashion advertising is basically photography. TV ads are photos that move. Plus they are basically all the same. The latest stuff from Louis Vuitton creates a bit of an excursion from the norm. Recently they have started to tell the stories of great journeys using rock stars and even ex Soviet leaders. This latest campaign brings together three people who have in some time in their lives made the ultimate journey of a trip into space. Unless you look closely at the image and see the LV logo you would not expect that its luxury fashion brand communications. Certainly not by the luxury brand that has historically relied on logos and image associations more than most others.
What is interesting is the idea that they have chosen to embed their commitments to sustainability into the communications. If you click through to the site these seem pretty robust. Maybe the lesson is that if you want to communicate meaning in the brand you need to be able to communicate meaning in the company. If all you want to do is project an image then the realities that sit behind it are best kept hidden if that’s even possible any more.
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