In lieu of real-life, carefree holidays, Louis Vuitton is inviting us on a visual voyage to Iceland (no quarantine necessary). Photographer Viviane Sassen has captured the beauty of the Nordic island’s horizons for a 2020 campaign, entitled “Imagination takes flight”, and grounded in the French house’s globetrotting roots. The scenic photo series – all dramatic glaciers and moody black sand plains – places the focus squarely on the emotions wrapped up in adventuring, rather than the products to pack.
“In the current context, we wanted to create a specific, uplifting campaign to send a message of positivity and dreamlike escapism,” Louis Vuitton CEO Michael Burke tells British Vogue. “I thought it very in keeping with the mood; optimistic and not sad. This was important to me. We created this campaign to evoke a perennial voyage transcending the times, an emotional journey across landscapes and borders, an echo of the longing we want today.”
© Viviane Sassen
The dream-like imagery, depicting local Icelandic children jumping against a backdrop of ocean waves, gazing out across lava caves, and dancing in front of mountain vistas while holding the keys to Vuitton trunks, explores the “Art of Travel”. To recap, Burke explains, “Young Louis Vuitton started as a trunk-maker; the house is fundamentally linked to travel since its creation in 1854. Today the Art of Travel evokes a lot more than jumping on a plane or heading on a road trip.” The glorious pictures are enough to get you searching on Skyscanner, however.
© Viviane Sassen
On the decision to place a sense of reverie at the centre of a luxury fashion campaign at a universally difficult time for brands, Burke reaffirms that this project is not about the bottom line. “This new campaign reminds us of its DNA and its core values of freedom, travel and transmission,” reiterates Burke. “This is not new to us, as some of our most iconic past campaigns referred to Louis Vuitton’s Art of Travel.” Indeed, by not making its luxurious luggage – famously carried by Audrey Hepburn, Catherine Deneuve and Lauren Bacall, and more recently the Kardashian-Jenners – the sole focus of each postcard, it acts as a kind of reverse psychology. Of course, we all want to buy into the monogram, whether journeying across the fjords or boarding the Gatwick Express.
© Viviane Sassen
Unsurprisingly, Burke says, the decision to create an uplifting campaign during the lockdown was well received internally. “I think this is what we want, it’s what we need...” he muses. Cue much research into trips to see the Northern Lights, a savvy choice of destination to spark the ultimate wanderlust.
© Viviane Sassen
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