Recent Louis Vuitton campaigns have focused mostly on its fashion lines, featuring
actresses like Jennifer Lopez, Uma Thurman and Scarlett Johansson. And as a result, some consumers may be unfamiliar with the brand's trunks, suitcases and other travel-related items. "We have
established a certain credibility on the fashion side," he says. "It was time to rebalance, a little bit, the positioning of Louis Vuitton, showing another side of the brand that is important to
us."
The company also wants more male customers, who currently account for just 35% of its sales. In the new ad, Gorbachev is wearing a pinstriped suit and overcoat, with his Vuitton bag placed on the back seat of a Soviet-era limo as it drives along a remnant of the Berlin Wall. The campaign was shot by Annie Leibovitz and also includes executions with actress Catherine Deneuve and tennis stars Andre Agassi and Steffi Graf.
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