Blog task( analysis of an advertisement)

  This is one of the advertisements of Louis Vuitton F/W 2012/2013 Ad Campaign. 

  There are several models wearing gorgeous embellished garments, bags with a leopard's spots, and distinctive hats in the past style train. This advertisement conjure up a scene of inside the Calais-Mediterranée Express which is a luxury French night express train and operated from 1886 to 2007. Therefore, the advertisement obviously mirrors the luxury and high class label. 

  But the advertisement provides some feeling of strangeness. The models wear the latest gorgeous garments, however the conductor's uniform and the interior of the train bring a feeling of in the 1920s. Indeed, moods of the garments and the place seemingly suit, yet looking closely, there are feeling out of place. For instance, too many leopard print fur bags,    super high heels, straight skirts coated by like vinyl material and hats with distinct design are seen. The luxury train which is a symbol of the wealthy in the 1920s and the gorgeous embellished garments which indicate luxury and high class label coexist in one advertisement.

  In fact, Louis Vuitton's artistic director, Marc Jacobs, says that these ads are meant to evoke "the glamour of travel and the romance of going somewhere". The photos were taken by Steven Meisel who is known as one of the most iconic fashion photographers of all time, inside the reconstructed interior of the Louis Vuitton Express.

  During the Louis Vuitton Paris fashion show the whole train entered the runway. When the models stepped out of it and the music started, it felt like looking at the first scene of a movie set in older days. After the show, from July 5 the web site lousvuittonexpress.com  documented the train's journey from Paris to Shanghai - where the trip ends at the famous Bund on July 19. This event coincides with the opening of Louis Vuitton's first maison in China, and an exhibition of travel articles.