The breath. Ask any DJ worth their mettle and they will tell you pushing music over 144 beats-per-minute for hours straight will leave the crowd exhausted, which is why DJ’s periodically break-up sets with slower songs. Allowing the audience to catch their breath.
Louis Vuitton and Creative Director Nicolas Ghesquière have been playing at over 144 bpm for several years now with their creative ‘Series’ campaigns, teaming with a variety of celebrities and photographers, all moving at breakneck speed. This season the house decided to slow down the tempo and give the campaign some breathing room by enlisting artist Collier Schorr to shoot the entire campaign with just models, set in clean studios. The result is room to breath for the house, a slower pace season to establish a new artisanal foundation, with product as its core focus.
Models Clementine Balcaen, Janaye Furman, Mara Kasanpawiro, Mariam de Vinzelle, Sarah Brown are styled by Marie-Amélie Sauvé in straightforward fashion. Handbags wisely take centerstage, included in every campaign shot. The coloring is neutral, soft, and sophisticated. In the campaign film a fan softly blows air to give models’ hair a slight bit of wisp. Like a relaxing exhale.
Will this slow set last for several seasons, who knows. But we recommend taking in the air while you can. Because fashion and Nicolas Ghesquière are far from slow, and certainly can increase its bpms at any second.
Louis Vuitton Creative Director | Nicolas Ghesquière Photographer | Collier Schorr Models | Clementine Balcaen, Janaye Furman, Mara Kasanpawiro, Mariam de Vinzelle, Sarah Brown Stylist | Marie-Amélie Sauvé Hair | Paul Hanlon Makeup | Peter Philips Casting Director | Ashley Brokaw