The brand ambassador has a Marilyn Monroe moment.
Louis Vuitton’s first fragrance film campaign is brimming with top Oscar talent.
Behind The Scenes
The short film, set to debut Sept. 13, stars Emma Stone and was directed by Sam Mendes (Informer), who was assisted by DP Hoyte Van Hoytema (Interstellar). It focuses on a woman’s journey in life and centers on the spirit of traveling, marking the release of its new fragrance Attrape-Rêves, the ninth women’s scent in Louis Vuitton’s Les Parfums line.
The house hired top-tier talent to create the film, including the Oscar-winning Stone (La La Land), the Oscar-winning Mendes (American Beauty) and the Oscar-nominated Van Hoytema (Dunkirk). But the lineup isn’t far-fetched — Stone has been an ambassador for LV since October, choosing a red silky ensemble for the Oscars red carpet and starring in another, desert-set Vuitton campaign video in March.
Mendes, the British helmer, has ties to the actress through directing her as Sally Bowles in the Broadway revival of Cabaret in 2014.
“I am proud to unveil our first fragrance short film starring the incredibly talented Emma Stone. This marks another milestone to the success of our fragrance collection,” said LV CEO Michael Burke in a statement. Other brand fans include Selena Gomez, Michelle Williams, Jaden Smith, Lea Seydoux, Naomi Campbell and Alicia Vikander.
The imagery depicts Stone on a rocky beach in Los Angeles wearing a deep V-neck dress with chain belt; her red hair blows in the ocean breeze and she bends as if to hold down her white, flowing dress in a Marilyn Monroe moment. It’s all very Hollywood.
Photos of the campaign, shot in May by Craig McDean and styled by Marie-Amélie Sauvé, will be released in October magazines.