Cannes Lions

Louis Vuitton – Men's Fall-Winter 2023 Show

PARTIZAN, Paris / LOUIS VUITTON / 2023

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Overview

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Credits

Overview

Background

Situation: For this Men’s Fall-Winter 2023 Show, Louis Vuitton wanted to go one step further and choose to partner with two internationally renowned French filmmakers giving them a wild card for the entire show (visually and artistically, including the curation of the musical artist). 

Brief: Drawing on the formative moments of our upbringing and the rites of passage from childhood to adulthood. Imbued with the inner child's spirit, the collection draws on themes inherent to the genetics of the Louis Vuitton men's practice: formative development and the universal human experiences that unite us across geography and cultures.

Objectives: Create a real visual and narrative show with an audience that will be broadcast live on all Louis Vuitton socials. Create an innovative and ambitious event on an international scale. The spotlight is on the artistic creation and performance of the artist.

Execution

Louis Vuitton gave two directors/designers a wild card to create, direct and produce the entire Louis Vuitton Fall/Winter 2023 men's fashion show.

Based on the ideology of “growing up”, the two french filmmakers built a set/house in which a boy’s first stages of life unfold, culminating in adulthood, where memories and experiences of the inner child remain eternally present.

From childhood to adolescence to adulthood, these worlds are inspired by the director's experiences. The rooms built for the show and in which the models evolve are also inspired by their childhood memories, enhanced with accessories and details specific to each time period. The set design illustrates how we are shaped by our memories while keeping our childlike spirit.

The directors collaborated with Rosalía for this show's musical performance. With her innovative musical fusions and distinctive style, the singer and musical curator of the show gave a show-stopping performance.

Outcome

The event featuring Spanish artist Rosalia was a massive success worldwide, reaching hundreds of millions of viewers (a record for the brand) and generating hundreds of articles discussing the event.

The worldwide audience engagement was impressive, with live comments on streaming platforms (Youtube/Instagram), guest influencer communities, and Rosalia's community of fans.

The event resulted in a significant change in behaviour, as it combined cinema, live performance, and fashion to create a new type of fashion show. This new approach has the potential to revolutionize the industry.

The brand perception was also positively impacted, as it was seen as in tune with changing trends, partnering with today's and tomorrow's talents, and presenting a more audacious image to the consumer.

The achievement against objectives was also noteworthy, a wild card event with some of the world's greatest artists. Overall, the event was a remarkable success, leaving a lasting impact on the industry.

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