I don’t know why, but I keep seeing variations of this Louis Vuitton ad featuring Lea Seydoux. I don’t buy “luxury” products nor anything that would qualify as high fashion. Maybe I just read things that typical Louis Vuitton shoppers also enjoy. Who knows? Or maybe I notice it more than other ads because it’s hard to understand. Or it doesn’t make any sense and I’m wasting my time trying to make sense of it.
The narrator in my head sees this picture and thinks “beautiful woman sleeping in the nude, has awoken, assured that her trusty handbag is there.” Are her clothes in there? Is she grateful for her LV bag because it’s just big enough to store her clothing while sleeping? Is this someone else’s room? Are handbags a useful accessory for nude sleeping? Can LV handbags double as cover-ups in unique situations? So many questions, so little answers.
Maybe the ad is saying that all anyone needs is their LV handbag. No need for clothes, or I guess a sheet doesn’t count, as long as you have this all-important handbag. It’s also an important accessory when looking directly into the camera with a seductive look. Maybe there is a secret world for those who own an LV bag. A place where clothes are optional and handbags are mandatory. You awake up always as your best self.
The most simple explanation is that this campaign is trying to establish some sort of idyll life replete with expensive things. A version of life we can all own a piece of if we just buy that darn handbag. People in the business world always talk about using stories to communicate and sell. Well this story, if that’s what it’s supposed to be, is just plain weird and awful and nonsensical.