April 3, 2013

The Iconic Louis Vuitton Alma Bag Receives Its Own Ultra-Chic Ad Campaign


Created in 1934, the Louis Vuitton Alma bag is an emblematic piece for the French brand, as well as a symbol of everlasting elegance à la française. Initially called Squire, then Champs-Élysées, it was later reborn under the name that we know today, inspired by the Pont de l’Alma, the point which marks the intersection of the Avenue Montaigne with the river Seine in Paris. The Alma bag’s style, imagined by Gaston-Louis Vuitton, grandson of the label’s founder, is inspired by the aesthetic of the Thirties Art Deco movement.


Complementing the recent Louis Vuitton ”Invitation To Travel” campaign, in which model Arizona Muse is shown near the Louvre, embarking on a mysterious journey via hot air balloon, the Alma bag is celebrated this spring with its own ad campaign. Four of the chic-est models of the moment – Karlie Kloss, Daria Strokous, Jac Jagaciak and Iris Strubegger, are portrayed in three of the most stylish cities in the world, while clutching the iconic LV handbag.


Entitled ”Chic On The Bridge”, the ad campaign, photographed by Steven Klein, shows the four girls on a couple of iconic bridges – the Brooklyn Bridge in New York, The Pont du Carrousel in Paris, and the Waibaidu Bridge in Shanghai, wearing Alma bags in colour that are emblematic for each of the cities: yellow bags echo Big Apple taxis, French blue evokes the chic Parisian atmosphere, while glossy red evokes the passion of the Chinese city of Shanghai. A fourth image features a nighttime shot of Paris, with a set of Alma bags in Epi leather, a signature of the Vuitton label, completing the chic spirit of the campaign.

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Photos courtesy of: wwd.com, ilovelv.com