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
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.