Louis Vuitton unveils the new campaign, a perpetual journey, which transcends time, an emotional journey through landscapes and borders, an innocent curiosity for what lies beyond and within. For Louis Vuitton, travel goes beyond the discovery of a physical destination, it is also a process of self-discovery, a personal journey. Through an entirely local production team, dreamlike settings photographed by Viviane Sassen come to life while the fundamental values of the Maison are translated into images: the art of travel, dreams, escape, transmission from generation to generation and optimism. continuous.
The imagination takes flight in Iceland, the land of fire and ice, an island of light and darkness with fascinating landscapes. Through contrasting sceneries, from the black sand beaches of the south of the island and the mystical peninsulas, to the glacial lakes of the north and small lava caves, children appear as if in a reverie. Beds of ice and snow lie soft on the plains in the background, with timid rays of light making their way through the misty skies. The high mountains are reflected in the endless water, separating the blues and grays.
The liberated inner child follows a dream, looks at the bright future with a sense of innocence and joy. And as in a child’s world, anything is possible: hat boxes become musical tambourines, Alzer trunks magically transform into an Eiffel Tower, keys to the surreal-sized trunk locks parade along the beach. A sense of freedom with the lightness of the future, a journey to an inner land.
Photographer Viviane Sassen takes her lens on an exciting journey beyond the ethereal landscapes of Iceland for the Maison’s 2020 corporate campaign. Icelandic school children have ventured through the incredible nature of the island, playfully exploring its horizons. Since the 1980s, photographers from all over the world have captured the iconic Monogram and portrayed personalities in ever-changing scenarios, in the world’s most unexpected corners, creating powerful and relevant images even today.
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