Louis Vuitton is the latest fashion label to release a short film. Olivier Zahm, the founder of French fashion and culture magazine Purple, served as both actor and director for this brooding black and white flick.
Alice Aufrey stars as a contemporary version of Bridgette Bardot in the movie, which was intended as a visual representation of the Purple editor’s time in Paris during Fashion Week. Footage takes in Louis Vuitton’s fall 2012 runway show and the Marc Jacobs Louis Vuitton, but it’s not simply about fashion. There’s also some romance, with Aufrey’s starlet falling for Zahm’s motorcycle-riding bad boy. And look out for cameos from Marc Jacobs and Olympia Le-Tan.
Cinema buffs might notice that the short film plays out as a sort of parody of Jean Luc Goddard’s 1963 movie Le Mepris, or Contempt. With that heritage you might assume this Louis Vuitton film is a bit snooty, but nothing could be further from the truth. With so many labels creating artsy short films, it’s refreshing to see Louis Vuitton isn’t taking itself too seriously. There’s a quirky humorous note to this movie which makes watching it really enjoyable.
What do you think of Louis Vuitton latest promotional ploy?