Playing up the history of contemporary brands with a past is all the rage. It started with the Zaha Hadid-designed Chanel Mobile Art tour, which boasted a hugely oversized quilted 2.55 bag among its many works of art. The look to the past continued with Louis Vuitton’s Core Values ad campaign, which featured, among others, Annie Leibovitz, Keith Richards, and Francis Ford Coppola with daughter Sofia.
The series of LV ads were meant to evoke the heritage of the brand’s classic monogram leather goods. Richards was chosen because seeing his image conjures up memories for the “20-year-old who’s into rock ‘n’ rol,l and the 65-year-olds who went to a Rolling Stones concert when they were 20,” according to Antoine Arnault, head of communication at Louis Vuitton. Don’t forget the slew of heritage-inspired fragrances, including Ferragamo’s latest, Incanto Bloom. Now Sonia Rykiel, Gucci, and Chanel (once again) are getting into the fashion history mix.
