Louis Vuitton 'Malle Vesitiaire' 2023 Ad Campaign

Review of Louis Vuitton ‘Malle Vesitiaire’ 2023 Ad Campaign with Talent Dan Carter

Louis Vuitton shares a unique campaign with the launch of its first Malle Vestiaire – or wardrobe trunk – in collaboration with rugby legend, Dan Carter. The Louis Vuitton House Ambassador worked with artisans at the Maison’s workshops to develop this one-of-a-kind bespoke trunk, specially designed and crafted to hold the rugby icon’s precious sports equipment and memorabilia.

For the launch campaign, the athlete was captured in a local rugby stadium alongside the bespoke results of the collaborative project. The interior of the trunk, which is lined with both microfibre and sportswear-inspired fabric, holds a selection of Dan Carter’s most-prized memorabilia from his illustrious playing career: three World Rugby Player of the Year awards; three Rugby World Cup medals; his two 100th-test caps; three jerseys he wore at Rugby World Cups; his pair of “retirement” boots and a pair he wore during a Rugby World Cup; copies of his book, The Art of Winning, and the Louis Vuitton rugby ball he created in collaboration with the Maison in 2019.

The photo portraits are accompanied by a short film in which Carter reflects on his experience of traveling – a shared value with the maison – and the unique experience of teaming with its ateliers to develop the wardrobe. The end of the film features a clever drone shot that zooms out on the rugby field from above, ultimately revealing the skyline of Paris beyond.

The campaign arrives in time for the 2023 Rugby World Cup, forming another chapter in the growing trend of luxury houses collaborating with athletes (which is no doubt bound to accelerate soon due to the Olympics). Louis Vuitton has been wise to be one of the first and most committed brands to explore this new ambassador avenue, and doing it via the house’s oldest craft legacy – the creation of beautiful trunks – feels like the perfect way to bring these two worlds together.

On the occasion of the 2023 Rugby World Cup in France, we wanted to create an extra-special object. This Malle Vestiaire holds all the memorabilia that symbolise the amazing memories I have of playing professional rugby, while also paying tribute to Louis Vuitton’s renowned Art of Travel. I really can’t think of a better way for them to be displayed than in this beautiful trunk.”
– Dan Carter