What's happened to Louis Vuitton? James Lima and Porno Chic?

Louis Vuitton AW13 by James Lima from LOVE on Vimeo.

Spotted on Diane Pernet blog, the last Louis Vuitton collaboration with Love Magazine.

Katie Grand, Creative Director, declared: “James Lima is one of my favourite directors to work with so when the opportunity arose that he may be available to shoot backstage at the Vuitton AW13 show, I jumped at it. I knew the character was his kind of woman; she was French and a lady that enjoys the night time. James shot at the same time as we worked inside the studio on the show fittings; he was shooting on the streets around Pont Neuf. Once again we used LOVE favourites: Cara Delevingne, Edie Campbell, Lily McMenemy, Saskia de Braw, Magdelena Frackowiak and Isabeli Fontana.

We don’t really know if we like this film or not; we were used to innovative reinvention, that Louis Vuitton spots emerging trends and never seen before clusters…But celebrating Porno Chic, seriously?

We’re not the only one to doubt of the relevance of the film. Daily Mail also dares to use the word “prostitution”…Not quiet sure that it really refers to French elegance or “ladies who appreciate nightlife”.

Maybe we’ve become too conservative…or maybe we think that porno chic is not deviant enough. At the end, this in-between leaves us with big skepticism.

 

Director: James Lima

Creative Director: Katie Grand

Models: Cara Delevingne, Edie Campbell, Saskia de Brauw, Isabeli Fontana, Lily McMenamy, Georgia Jagger, and Magdalena Frackowiak

Show styling: Katie Grand

Hair: Guido

Make-Up: Pat McGrath

Music: Steve Mackey

Film Styling: Anders Sølvsten Thomsen

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