Monday, June 8, 2009

One Giant Leap for Louis Vuitton

Back in April we told you that Buzz Aldrin would be the face of Louis Vuitton's Core Values campaign.

The French fashion house is honouring the 40th anniversary of the moon landing. Joining Buzz Aldrin (second man to walk on the moon's surface) is Jim Lovell (commander of the ill-fated Apollo 13 mission in 1970) and Sally Ride (the first American woman to venture into space).

The ads were shot by famed photographer Annie Leibovitz in the Californian desert.

The three astronauts are seen quietly gazing at the sky from their battered pick-up truck, each reliving a moment that very few people have ever done. Joining them on their trip is Louis Vuitton’s Icare travel bag in Monogram canvas. The tagline for the campain is taken from Neil Armstrong’s famous words from1969: “Some journeys change mankind forever”.

In conjunction with the ads LV has launched the Louis Vuitton Journey`s website where the stars of the ad talk about the event that changed their lives forever. The website will also feature multimedia downloads and "the making of" featurette.

On behalf of the astronauts, Louis Vuitton is making donations to Al Gore`s The Climate Project.

The ads will start running in all major publications in July '09.

Photos provided by View on Fashion.
Writer: Kate Murphy

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