Louis Vuitton takes its travel heritage to a new place with its end-of-year campaign. : a dream world in which model Arizona Muse is serenaded by none other than David Bowie.
Muse’s adventure starts in Paris at the Louvre, before she is whisked off in a hot-air balloon that takes her to Venice – where she meets Bowie. Cue picturesque shots of the model travelling along Venetian canals in an old-fashioned boat and decadent scenes of a masked ball – a more glamorous version of the masked, surreal soirée seen in 1986 cult film Labyrinth, which also starred Bowie. Unsurprisingly, the musician also sings a track from his new album, The Next Day.
“The film is all about traveling through time, and sharing an incredible moment,” said Frederic Winckler, Vuitton’s communication and events director. Winckler marveled at Bowie’s appeal across different age groups and how he, like Vuitton, “moves through time,” unveiling new personalities and charting new creative fields.
The French luxury group is using the Bowie-Muse campaign to introduce a new app called Louis Vuitton Pass, which allows consumers to scan an icon with a smartphone or tablet to access additional content, including making-of films — and a world exclusive of the new campaign. The mini film is below and the making-of are to be posted on YouTube.