Louis Vuitton

Original Release: 2011
Directed by: Annie Leibovitz

Louis Vuitton Malletier, commonly referred to as Louis Vuitton, or shortened to LV, is a French fashion house and luxury retail company founded in 1854 by Louis Vuitton. The label's LV monogram appears on most of its products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses and books.

Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website. For six consecutive years (2006–2012), Louis Vuitton was named the world's most valuable luxury brand. The company operates in 50 countries with more than 460 stores worldwide.

A single journey can change the course of a life
See her story in July at louisvuittonjourneys.com

It was announced in April 2011 that Angelina and Louis Vuitton made a deal reportedly worth $10 million, a then record for a single advertising campaign. Angelina donated all fees to charity and the campaign included a print ad, two versions of the commercial and a "Making of" featurette. The photographer was Annie Leibovitz and the advertisement was shot in Cambodia.

Angelina posed barefoot, wearing her own clothes and her own six years old (back in 2011) “Alto Carryall” Louis Vuitton bag. The style was no longer in production when the campaign was enrolled, but then executive vice president, Pietro Beccari said that, “…We are considering to re-edit it.”

On June 15, 2011, Louis Vuitton posted a teaser on their website, louisvuittonjourneys.com/cambodia, foreshadowing an interview with Angelina that was posted later in the month. In it, she discussed how her visit to Cambodia was a life-changing experience, having first travelled there in 2000 while filming for Lara Croft: Tomb Raider (2001), it awakened her to the plight of Third World countries. She adopted her eldest son, Maddox, from Cambodia and she and now ex-husband Brad Pitt established the Maddox Jolie-Pitt Foundation, which is active in community development and conservation in the country.
Angelina subsequently joined the campaign to raise awareness of landmines there as part of her United Nations High Commissioner for Refugees Goodwill Ambassador role.

The ad was first published in the magazine International Herald Tribune, also on June 15, 2011, and was shortly followed by a range of news, general interest and lifestyle publications, including Vanity Fair. The campaign was expected to run for at least 18 months alongside a few other recent “core values” personalities.

Louis Vuitton introduced the advertising concept in 2007 as a way to trumpet its travel roots and showcase its perennial monogrammed leather goods as a balance to its fashion-driven marketing — and to reach a broader audience. Other personalities who have posed for Louis Vuitton include Mikhail Gorbachev, Keith Richards, Ali Hewson, Bono, Sean Connery, Zinedine Zidane, Pele and Maradona and Catherine Deneuve.

The print-only campaign, was scheduled to launch in July 2011 and was marketed globally.


Photo Gallery
Trivia
Filming Locations:
  • Siem Reap, Cambodia
  • The campaign gained some negative response, some viewed it as a bit bad taste to pose in a Third World country with a £7,000 bag.

Quotes from Cast & Crew

"I first came to Cambodia about ten years ago for a film and we were the first film back since the war, so we didn't know quite know what it was going to be like, or what the people were going to be like, and it was the first time I became aware of landmines. I remember standing in the waterfall during one of our shots and they said 'just stay on this side of the waterfall because that side of the waterfall still hasn't been de-mined'. And I thought, as somebody from America, what does that mean, hasn't been de-mined? It's just the craziest, it doesn't cross our mind that all these children, and people walking around these areas, have landmines in the ground and that's just a part of their daily life."
- Angelina Jolie

"This campaign is about a very special person and a very special journey."
- Pietro Beccari, executive vice president

"She's barefoot, wearing her own clothes, no makeup, and toting her own elegantly weathered monogrammed Alto bag. Yet Angelina Jolie looks radiant and completely in her element, reclining on a wooden boat in a verdant, lakeside landscape. People are not used to seeing Angelina in this situation. I like the fact that it's a real moment. This travel message we give through personal journeys is a fundamental one for the brand.”
- Pietro Beccari, executive vice president

"We are honoured that Angelina Jolie agreed to participate in our Core Values campaign, whose central theme of travel as both a physical and emotional journey is one with which she can personally identify.Angelina Jolie is a global star in every sense - not only in her career as an actress, but also in her long-term commitment to international humanitarian issues."
- Pietro Beccari, executive vice president


Campaigns
2011 Campaign
Core Values
Print Ad
2011 Campaign
Core Values
Commercial – Long Version 01
2011 Campaign
Core Values
Commercial – Long Version 02
2011 Campaign
Core Values
Commercial – Short Version
2011 Campaign
Core Values
Commercial – ‘Making of’ Featurette – Teaser
2011 Campaign
Core Values
Commercial – ‘Making of’ Featurette