When you think of a French Chateau what comes to mind? Personally, I think of the color white, flowing dresses, and a castle like residence, a very feminine setting. The French fashion house of Louis Vuitton has continuously captured the essence of such a setting for many decades. An advertisement for this years Spring and Summer collection perfectly showcases what their idea of a well dressed fashion savvy woman should be. The model is photographed appearing to be carefree in a sundress leaning against an antique vehicle. The Backdrop is of a European oceanic view.
The model’s attire is accessorized with dainty pumps, a summer handbag and a leather belt to cinch the waist of her sundress. Louis Vuitton is known to design garments that appeal to the prissy sort of women. The luxuriousness of the garments, appeal more to women of the upper class. While almost all of Vuitton’s items are highly priced they are still made for the everyday woman. Their ready-to-wear collections are usually far less avant garde than that of its colleagues.
Louis Vuitton is widely recognized for its monogram. However, in this advertisement, the emphasis is placed upon the ultra fem aspect of their product. Although the ad is feminine, sophistication and class are two major selling points. The everyday woman does not desire to be a sex symbol but would still like to remain desirable. Ralph Lauren once said, “I don’t think women should look like costumes. I don’t think they should look like fashion victims. I think these (clothes) are for women that want to look sexy. They want to look smart.”. This advertisement is a perfect example of this idea.
Fashion is an ever changing industry, maintaining a timeless and classic image is very difficult to achieve. Louis Vuitton has managed to keep their work current while still catering to the simply stylish consumer. They constantly emphasize the beauty and eternal youth of women without any overbearing styling. Louis Vuitton is not the only company that feels this way. Coco Chanel commented, “Fashion is always of the time in which you live. It is not something standing alone. But the grand problem, the most important problem is to rejuvenate women, to make women look young. Then their outlook changes, they feel more joyous.” The fashion industry is all about beauty and style when it comes to women. Unfortunately, most of the most noted designers that create quality garments are not attainable for the middle and lower class. So, is high fashion really working in the best interest of all women or just those who can afford it?
When I see the picture of the ad, I can really feel the same way as you said. The woman in the ad looks elegance. No matter the car, the handbag, her shoes, dress or her body posture is the symbol of high class. It is very good that you mention the French chateau in the beginning, which really leads me into “The World of Louis Vuitton”. Only looking at the picture of the ad, we know that it is showing the grace of the woman and highlights the effects that made her look graceful. The model in this ad is alone and looking far away to the ocean, which suggested the independence and superiority of women. The woman in this ad has gotten rid of the stereotypical notions of women, which are dependent and inferior. This idea of the ad supported what Ralph Lauren had been said. I agree with you that “the everyday woman does not desire to be a sex symbol but would still like to remain desirable”, since we could know the woman is enjoying her life and interiorly strong through her posture. She is not looking at the camera or smiling, which send the message that she is not acting as a sexy symbol to invite others or please anyone. Therefore, the everyday woman is designed for women and created for modern life. And yes, it is unfortunate that the Louis Vuitton ads are only aimed at high class, because their products served as the symbol of their high status.
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