Roger Vivier 'Express Icons' 2024 Ad Campaign

Review of Roger Vivier ‘Express Icons’ 2024 Ad Campaign with models Laura Dern

Roger Vivier presents American Academy Award winner Laura Dern, ambassador and friend of the House, in the first installation of the Vivier Express “Travelling Icons” series: whimsical short films, imagined by creative director Gherardo Felloni, to celebrate the Maison’s iconic designs in unexpected narratives.

In this inaugural episode, set against a backdrop of enchanting landscapes, Dern’s character embodies the essence of the Viv’ Choc handbag, a quintessential accessory that mirrors her own timeless elegance and allure. As the train rattles through cinematic vignettes, each frame captures the craftsmanship and innovation of Roger Vivier and reflects the incomparable charm of Laura Dern’s presence on screen. With each whimsical twist and turn, the Vivier Express “Travelling Icons” delivers a captivating narrative that celebrates the intersection of fashion, art, and storytelling, firmly establishing the Viv’ Choc handbag as a beacon of style and sophistication, much like Laura Dern herself in the world of cinema.

EPISODE 1

A steam train from a bygone era, the Vivier Express sets off through the French countryside resplendent in shiny brass and blush pink velvet – a larger-than-life expression of the romantic Roger Vivier aesthetic. Settling into her journey, our elegant traveller encounters a handsome stranger who sits opposite, seemingly admirable of her beauty and poise. Their gazes meet and she shies away, feathers ruffled. Her I Love Vivier pumps almost graze his buckled loafers – there is tension in the air – yet all the same she poses, staring wistfully out the window as he opens a sketchbook and begins to draw.

The landscape melts away and he sketches, he sketches – the only thing between them, her iconic black leather Viv’ Choc handbag. The train slows to a halt and in a sudden departure, the young gentleman shuts his notepad, gathers his things and is gone in a flash. All that remains is a single sheet of paper, a portrait folded in four and left on his warm seat.

But as they say, beauty is in the eye of the beholder, and the subject of his desire may not be the one she expects…

It feels natural to communicate Roger Vivier’s aesthetic through cinema, given the House’s historic connection to Hollywood and the world of French and European cinema that began with Belle de Jour. Laura Dern is an actress with a rare charisma, and I am obsessed by the David Lynch films she has acted in, so she has often been an inspiration for me. I am extremely honoured that she decided to collaborate with Roger Vivier on this project highlighting the Maison’s icons.
– Gherardo Felloni

It’s such a delight to see my friendship with Roger Vivier and Gherardo Felloni blossom into a new project that combines my craft of acting with my love of fashion. The Vivier Express is such a playful concept that reinterprets so many cinematic tropes with humour and style.
– Laura Dern

The Vivier Express continues a legacy of short films featuring prominent actors from the silver screen: from Isabella Rossellini and Isabelle Huppert to Christina Ricci, Susan Sarandon and, of course, Belle de Jour star Catherine Deneuve. For the project, Italian director Nicolangelo Gelormini, screenwriter Andrea Danese and Studio Paura return to Felloni’s side, having lent their playful yet polished aesthetic and narrative style to films for the House since 2018.