Louis Vuitton's Fall/Winter 2017-2018 collection, unveiled through its "Series 7" campaign, marked a significant departure from previous seasons. Shot by the iconic Bruce Weber, the campaign presented a stark contrast to the often opulent and romanticized imagery typically associated with the luxury brand. Instead, Series 7 embraced a raw, industrial aesthetic, showcasing the collection against a backdrop of stark lines, textured surfaces, and a palpable sense of urban grit. This departure, orchestrated by Nicolas Ghesquière, Creative Director at the time, proved to be a bold and successful reimagining of the Louis Vuitton identity, captivating audiences with its unconventional approach to luxury advertising.
Louis Vuitton's Series 7: A Departure from Tradition
The "Series 7" campaign wasn't merely a photoshoot; it was a statement. Previous Louis Vuitton campaigns often featured idyllic landscapes, glamorous settings, and a focus on aspirational lifestyles. Series 7, however, deliberately eschewed this approach. The choice to collaborate with Bruce Weber, a photographer renowned for his evocative and often emotionally charged imagery, was crucial in achieving this shift. Weber's distinct style, characterized by its intimacy and raw honesty, perfectly complemented Ghesquière's vision for the collection. The result was a campaign that felt both edgy and sophisticated, rebellious yet undeniably luxurious.
The campaign's industrial setting – characterized by exposed brick, metallic textures, and stark architectural lines – served as a powerful counterpoint to the collection's intricate designs and luxurious materials. This juxtaposition created a compelling visual narrative, highlighting the inherent duality of the collection: the juxtaposition of refined craftsmanship with a rugged, urban aesthetic. The contrast wasn't jarring; instead, it felt intentional, adding a layer of complexity and intrigue to the overall presentation. The choice of location and the deliberate use of lighting further emphasized this industrial chic aesthetic, creating a mood that was both powerful and captivating.
Series 7 – Louis Vuitton Presents New Advertising: A Bold Repositioning
The release of Series 7 marked a significant moment in Louis Vuitton's advertising history. The brand, known for its consistently high-quality campaigns, demonstrated a willingness to experiment and push boundaries. This wasn't simply a matter of updating the visual style; it represented a broader strategic repositioning. By embracing a grittier, more unconventional aesthetic, Louis Vuitton broadened its appeal to a younger, more diverse audience while simultaneously retaining its core values of luxury and craftsmanship. The campaign’s success lay in its ability to balance these seemingly disparate elements, creating a compelling narrative that resonated with consumers on multiple levels.
The campaign's success wasn't solely reliant on its visual appeal. The strategic casting of models also played a significant role. The decision to feature a diverse cast, including established stars and rising talents, further emphasized the campaign's inclusive nature and its departure from traditional luxury advertising tropes. This approach reflected a shift in the broader luxury market, where inclusivity and representation are increasingly important considerations.
Bruce Weber: The Masterful Hand Behind the Lens
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