01 Jul Madonna in hot New Vuitton Ads *PHOTOS*
RAY OF LIGHT: Marc Jacobs was so pleased with this springâ€™s Louis Vuitton campaign featuring Madonna that he was eager to do an encore. â€œBut very quickly Marc said, â€˜I want something completely different,â€™â€ related Antoine Arnault, Vuittonâ€™s communication director. The new ingredients included a dash of Tamara de Lempicka and a soupÃ§on of Man Ray for color-drenched images by Steven Meisel with a surreal edge, thanks to generous use of solarization, a technique of overexposure first perfected by Ray. â€œIt gives something very graphic, more edgyâ€ than the first Madonna campaign, also by Meisel, which depicted her as a French coquette in a Parisian bistro setting, Arnault said. The new spots, which break in a range of August titles, feature a variety of runway looks and leather goods, many in the houseâ€™s signature monogram.
Asked about the impact of the first Madonna campaign, Arnault said, snapping his fingers for emphasis, â€œEverything she was wearing in the first campaign was sold within a few months. People came into the store saying, â€˜I want the Madonna bag, the Madonna shoes.â€
Arnault declined to specify budgets for the fall ads, but said investments would be â€œflattishâ€ versus last year. â€œWeâ€™re one of the rare brands to have not reduced investments,â€ he said.
Also slated for the second half is a new campaign devoted to the Tambour watch.