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LOUIS VUITTON puts a twist on the standard handbag ad with actress ALICIA VIKANDER


Fresh off her Oscar for The Danish Girl, actress Alicia Vikander, has put her classic ballet training to use for Louis Vuitton’s latest video, promoting their ‘Twist’ handbag.

At the center of the campaign is the Twist handbag, which is appropriately named due to the twist LV lock hardware that turns to open. The campaign was lensed by Patrick Demarchelier and will be gracing late spring magazines shortly, but it is the video that is of disruptive interest because it takes full advantage of one of Vikander’s greatest strengths, her movement.

The video, directed by Gordon von Steiner, wisely transitions away from the houses previous use of the actress in their Spirit of Travel campaign with Michelle Williams, which was arguably too ripe for parody. For the latest accessory focus story, the Swedish actress sports knit sweaters and simply dances against a seamless backdrop to what else but iconic song, The Twist.

Von Steiner steers clear of his traditional sweeping pans he has become known for to allow the quickness and sharp movements of Vikander to take center stage. The actress has moves that will likely inspire fellow director Quentin Tarantino to finish that Pulp Fiction sequel. The editing is as crisp as the movements and leaves us here at The Impression looking forward to seeing more from the actress, Louis Vuitton, and Von Steiner. And that is the true twist, to leave them longing for more.


Photographer | Patrick Demarchelier
Director | Gordon von Steiner
Actor | Alicia Vikander
Stylist | Carine Roitfeld