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Louis Vuitton Emphasizes High Jewelry Thrust With Alicia Vikander Campaign


Written by Sara on July 02 2021

Alicia is fronting a brand new Louis Vuitton campaign this year, and this time it’s for the brand’s very first high jewelry campaign! I’ve attached an article with more information about the campaign below, and you can find the first stunning HQ photo of Alicia modelling their jewelry in our gallery here.

PARIS — Louis Vuitton is launching its first high jewelry campaign, fronted by Alicia Vikander, marking steep ambitions from the luxury label as it continues its push into the category.

“She’s very regal but approachable,” said Michael Burke, the brand’s chief executive officer, speaking with WWD from an upper floor meeting room of its buzzing Pont Neuf headquarters here. The executive pointed to her training as a classical dancer, stressing the importance of showing the movement of the body for displaying jewelry.

“There’s a return to jewelry that’s sensual,” he remarked, adding that jewelry worn on the skin — rather than in the hair, for example — takes on a “whole new sensuality.”

The executive noted that Nicolas Ghesquière, who designs the label’s women’s collections, started working with Vikander first. The designer felt she had “the right energy, and the right type of grace and movement and expression to bring his clothes to life,” Burke said.

He noted a compatibility in style with Francesca Amfitheatrof, Louis Vuitton’s artistic director for jewelry and watches.

“She designs for that type of woman, she doesn’t design girly little flowers. Nobody needs another girly little flower thing, with center stones and some brilliant diamonds around it. The market is full of that,” he said. (Read the full article at WWD)

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