Louis Vuitton is teasing the ad online with a 15-second trailer, ahead of the release of the full film on the label’s “Pass” app and on YouTube on 7 November. The shorter version of the ad will also be shown on TV during Homeland on Channel 4 on 10 November, while a print campaign in newspapers and magazines is planned for later in the month.
The ad marks the second stage of a film that Louis Vuitton first launched last year that aims to show the journey of a Vuitton woman. Entitled L’Invitation Au Voyage, it features model Arizona Muse alongside Bowie.
Starting out in Paris, the ad shows Muse travelling in a hot air balloon to Venice where she meets Bowie and ends up at a masked ball. The ad features a track from Bowie’s new album, The Next Day.
The ad marks the latest phase of Louis Vuitton’s plans to take the brand even further upmarket as sales growth has recently slowed. It is focusing on making its products more exclusive, launching goods with fewer logos and more precious metals in a bid to appeal to the wealthiest shoppers while driving up prices to improve margins.
Last month, the firm announced that chief creative officer Marc Jacobs would leave his role as artistic director to create his own label. While no replacement has been announced, rumours suggest Nicolas Ghesquiere, previously Balenciaga’s creative director, will take on the job.