In the three-year period from 2016-2018, fashion and leather goods moved from being 34% to 39% of LVMH Group worldwide sales, with shrinking sectors of ‘selective retailing and other activities’ and ‘wine and spirits’, writes Statista.
The Louis Vuitton brand is a key driver in that handbag and leathergoods realignment of LVMH revenues, making it a perfect moment for its ‘New Classics’ campaign, featuring three coveted pieces — the Capucines, the Twist and the Dauphine’.
Louis Vuitton taps three of its brand ambassadors Emma Stone, Alicia Vikander and Lèa Seydoux for the campaign. Captured by Craig McDean, the new campaign sets the ‘New Classics’ against the backdrop of a blank background – almost acting as a canvas for the female personalities.
Vikander has been linked to the Twist (aptly named for its logo turn clasp) since she appeared in a 2016 campaign, and, in 2018, Stone became officially associated with the classically understated Capucines bag during her first campaign for the brand.
Louis Vuitton has extended the campaign to include a series of digital films featuring the three actors debuting in May. In addition to the Twist, the Capucines, and the Dauphine, the luxury brand will spotlight the City Steamer.