It looks like Louis Vuitton is trying to change image. For their past campaigns they appointed older models, who have brought an elegant touch of maturity and elegance to Louis Vuitton’s campaigns. Some of the models who starred in their past campaigns were Kirsten McMenamy
, 46, Raquel Zimmermann
, 28, and Freja Beha Erichsen
, 23. Furthermore Uma Thurman, now 41, and Madonna, 52, were also the faces of Louis Vuitton.
Now they change their image by showcasing young, new and fresh models. The newest campaign consists of nine images showing the season’s star accessories – among them shiny rubber boots, shearling officer’s caps and glazed lambskin gloves – as well as new takes on the iconic Lockit handbag, including the Extraordinaire clutch in alligator with its diamond-paved padlock and handcuffs.
To the new campaign, Louis Vuitton Artistic Director Marc Jacobs says: 'Steven Meisel and I met and decided we would do this wonderful story of beautiful vintage cars, little dogs and fresh-faced young women.
'It's a very classic scenario, and of course it suggests travel, but I think we gave it a fresh, modern and sometimes a little bit naughty, tongue-in-cheek spin.'
'Who wouldn't want to be this gorgeous young woman in the back seat of this beautiful car?' Marc Jacobs says of the campaign.
'And wherever she's going, she's dressed in style this season by Louis Vuitton.'
One of the youngest models featuring in the new campaign is Nyasha Matonhodze
. The Zimbabwe-born model became finalist in the Elite Model Look aged 15, which brought her a contract with Elite Models in Paris and Milan. The 16-year-old has already starred in some big-name magazines such as Teen Vogue, V magazine and Harper’s Bazaar. Now she got her break in modeling as the new face of luxury brand Louis Vuitton.
"My eyes filled up with tears and I thought 'Lord you are lucky!'" she said about a moment while she was photographed in a vintage car at a disused Brooklyn aerodrome, when she realized that she was chosen to star in the new Louis Vuitton campaign.
"It didn't actually hit me until I was sat in a Rolls Royce sitting eye-to-eye with Steven Meisel . He is a wonder to work with; he and Marc Jacobs made me feel beautiful".
There are five further newcomer models that are featured in the Fall/Winter 2011 campaign. 17 year-old model Zuzanna Bijoch
, who is going to get alongside her first big job also her first Vogue cover. Dutch model Daphne Groeneveld
,16, and Gertrud Hegelund
, 17, one of the Danish top newcomer models. Canadian model Ana?s Pouliot
, who has been featured in famous international magazines and fashion shows. And at last, 21-year-old Chinese model Fei Fei Sun
, who has done a lot of notable modeling jobs.