Louis Vuitton’s newest ad campaign introduces the “Masters” collection, created in collaboration with artist Jeff Koons, which remixes the iconic artworks of the Old Masters and presents them in a way that encourages new interpretations.
Koons has brought imagery from a series of large-scale hand-painted reproductions of works by the Old Masters to a range of Louis Vuitton products. Thus, the collection includes Montaigne bags, Palmsprings backpacks, travel bags, chain bags, clutches, wallets, monogram showl light, and silk squares with reproductions of paintings by Da Vinci, Fragonard, Rubens, Titian, and Van Gogh.
Jeff Koons stated that he would hope that “when someboy walks down the street with this (a Neverfull handbag with Rubens’s name written in reflective metallic letters) that what they’re doing is they are really celebrating humanity” and that “somebody that sees the bag can emotionally feel this connectivity”.
“Working with the monogram, you know, I had the idea to reduce it somewhat and by reducing it in a way it’s actually amplifying it. Also make the JK like the LV and have them side by side and we both have the same objective: we want to make something that really uses materials, uses texture, color, communicates, creates something that’s desirable. Louis Vuitton does that and my art tries to do that through idea and through the same appreciation of craft. And I wanted it to become art. I believe that these bags are heart.”, also said Koons.
The song used in the 30-second spot is “Chocolate (Milk Version)” by Jesse Rose & Troze.