14 DAY TRIAL // Earlier this year, word got out that Louis Vuitton had chosen the best endorsement from a celebrity possible, signing Angelina Jolie as spokesperson. The first ad with the actress for the fashion giant has been released.
Like most things that Jolie does, this too is a very special kind of ad: first of all, it’s part of the LV “Core Values” campaign and it was shot in Cambodia by famous photographer Annie Leibovitz.
Secondly, it shows Angelina in her own clothes, with her natural hair and not a trace of makeup on, save for the little she applied herself for a day out and about, WWD reports.
It also has plenty more details on how the campaign around Jolie will roll.
“The campaign is expected to run for at least 18 months alongside a few other recent ‘core values’ personalities, including Bono and Sean Connery,” WWD writes.
“Vuitton introduced the advertising concept in 2007 as a way to trumpet its travel roots and showcase its perennial monogrammed leather goods as a balance to its fashion-driven marketing – and to reach a broader audience,” the fashion publication writes.
Jolie is just one of the A-listers who have taken part in the campaign, alongside Mikhail Gorbachev, Catherine Deneuve and Keith Richards.
Pietro Beccari, Vuitton’s executive vice president, underlines that Jolie is the perfect spokesperson for the “Core Values” campaign, especially as it aims to emphasize that quality and style is never outdated.
In the first ad, Jolie poses with her own “weathered monogrammed Alto bag,” which is believed to be at least 3 years old and to which she’s clearly very attached, as some paparazzi shots confirm.
“People are not used to seeing Angelina in this situation. I like the fact that it’s a real moment. This travel message we give through personal journeys is a fundamental one for the brand,” Beccari says for WWD.
He would not comment on ongoing rumors that Louis Vuitton paid Angelina about $10 million to become the brand’s spokesperson, saying it was not his duty to address financial matters.