La Poupee de Chine

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In a big move beyond those overpriced signature bags that everyone copies, Louis Vuitton has launched an international advertising campaign for Emprise, the company's debut line of jewelry. The chichi collection is designed by Marc Jacobs and the ads are the work of BETC Luxe, the luxury marketing wing of BETC Euro RSCG, Paris. Though it may not be discernible on first glance, or on any glance to a non-luxe American, there's quite a theme going on here. As Claus Lindorff, BETC Luxe managing director explains: "The campaign is built around the idea of innocent, sometimes even strange-looking China dolls being caught under the spell of the Louis Vuitton jewelry collection-'Emprise' translates as 'under the spell.' The visuals were shot in the Oscar Wilde suite, where Wilde lived his last years in exile, at the famed l'Hotel in Paris. Together with the styling, this lends a look and feel reminiscent of the early 20th century and those classic China dolls with huge bows and oversized hair." The sexy, Salome-like ennui was captured by the noted Dutch fashion team of Inez Van Lamsweerde and Vinoodh Matadin. And get this: the blonde doll is portrayed by budding supermodel Lydia Hearst, daughter of heiress Patty Hearst, who once upon a time was Tania of Symbionese Liberation Army fame. Sweet.

Client: Louis Vuitton Agency: BETC Luxe, Paris CDs: Safia Bouyahia, Sylvie Munier Art buyer: Dominique Mornet Photographers: Inez Van Lamsweerde, Vinoodh Matadin

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