MADONNA’S POSE FOR LOUIS VUITTON
From / January 3, 2009
“This was really different,” explains Antoine Arnault, communications director of Louis Vuitton, when asked how Madonna came to front the company’s new spring/summer campaign. “Usually, these things take much, much longer,” he explains; a lengthy process of identifying the right person to embody the fashion and luxury-goods brand, the right photographer, the right look for the campaign, plus, of course, all the deal-making a project like this involves. This time, however, pretty much everything was agreed inside a week.
“On the Monday,” Arnault recalls, “we had a meeting, and Marc Jacobs suggested Madonna. I thought, yes, great idea, but it will never happen. Then, in the meeting, Marc sent her a text saying, ‘Love, would you like to be the new Louis Vuitton woman?’ Five minutes later, she’d replied. He showed me his phone, and she’d said, ‘Yes, I’d love to do it.’” What could be simpler?
Clearly, when a big brand like Louis Vuitton chooses a new face for its campaign, it’s not just a matter of affectionate text messages between Marc Jacobs and Madonna. Men like Louis Vuitton’s CEO, Yves Carcelle, have to agree that it is a good idea, not a whim, as well as, of course, Carcelle’s boss and Antoine Arnault’s father, Bernard Arnault, head of the LVMH luxury-goods empire.
But as Antoine Arnault sees it, “Marc knows the brand probably better than anyone now,” having been artistic director for a decade, during which time Louis Vuitton has expanded massively. Jacobs had seen Madonna in concert the week before, but it wasn’t some “let’s be crazy” decision, Arnault explains, citing how Jacobs had previously picked J-Lo as the face of Louis Vuitton in 2003. “That wasn’t an obvious choice, perhaps, but it instantly put us on the top in the US in one campaign.
“Madonna is glamorous,” Arnault continues. “She has a global image. She’s the ultimate performer and businesswoman, and not someone who is just a famous singer. She has travelled; she has tried to change things.” And if her personal life isn’t perfect right now, “Well, that only makes her more human.” Once the proposal had been made, and provisionally accepted, in both cases by text, “Then we had to agree on a figure, a concept, a photographer.” Yet the whole process seems to have been plain sailing – an object lesson, if you like, in the degree of certainty that people at the top of the fashion industry tend to display about their creative choices.
The figure? Well, just how much Madonna is being paid for what is, in a sense, both one day’s work and the product of many years at the top of her game is a moot point. Some have claimed it’s $10 million (£6.6 million). But Arnault is careful to puncture that, saying, “The figure is really, really lower than that. In times like these, it would be totally irresponsible to pay anyone $10 million.”
The concept? Madonna has been photographed in a nostalgic, Parisian bistro setting, perhaps at that “waiters whistling as the last bar closes” moment in the early hours. “Only it’s in LA,” Arnault quips, not Paris – “One of those French bistros in California where you really think you’re in France” – and it’s daytime and there are hundreds of paparazzi outside. Madonna smoulders quietly, all fishnets and high kicks, with a glamour that gives more than a nod to Dietrich, long an acknowledged influence. She’s wearing Marc Jacobs’ ready-to-wear clothes for Louis Vuitton, styled by Marie-Amélie Sauvé, with, of course, due prominence given to some lovely bags and shoes, those accessories that have long been such steady earners for the brand.
But there is a certain quietness to the images, a kind of gentleness, perhaps, which might also (along with that willingly professed prudence over Madonna’s fee) be a sign of the extraordinary times we live in. Certainly, when I put it to Arnault that the crunch might be changing the aesthetic and that, in particular, a certain kind of flash advertising message now looks passé, even wrong somehow, he doesn’t exactly demur. “Other people can try to rationalise every campaign, but there is certainly a feeling that emerges from designers, photographers, creatives of all kinds, which is maybe something they don’t talk about, but which they can feel.”
The photographer in question here is Steven Meisel, rather than Mert and Marcus, who have shot all of Louis Vuitton’s campaigns since 2002, including those amazingly effective shots of J-Lo. “We were very happy with them,” Arnault insists, but all good things come to an end – and, after all, it was Meisel who photographed the wilder, younger, more in-your-face Madonna who leapt off the pages of Sex, the book which caused such a storm back in 1992. So this campaign can be seen as something of a reunion, Meisel additionally having photographed Madonna for Vanity Fair late last year. Jacobs and Meisel are old friends, too, Arnault explains, “from the crazy years of the Eighties”.
And once Antoine Arnault had assembled his dream team? “I think the three of them were in touch with each other on the phone almost every day,” he says of the run-up to the shoot, “talking about ideas, sharing references, then talking about individual shots.” On the big day itself, “About 50 people were on the set, which sounds like a lot, but it’s all in the preparation, in the make-up and the set and so on. Once that was in place, Madonna would come out, get into position, and the shots went amazingly quickly, sometimes in about 15 minutes. It was a delight.”
And once Antoine Arnault had assembled his dream team? “I think the three of them were in touch with each other on the phone almost every day,” he says of the run-up to the shoot, “talking about ideas, sharing references, then talking about individual shots.” On the big day itself, “About 50 people were on the set, which sounds like a lot, but it’s all in the preparation, in the make-up and the set and so on. Once that was in place, Madonna would come out, get into position, and the shots went amazingly quickly, sometimes in about 15 minutes. It was a delight.”
http://women.timesonline.co.uk/tol/life_and_style/women/fashion/article5388869.ece
Celine Dion’s fans discussing on her forums:
“by the end of february when the tour its over SHE WILL KICK MADONNAS @SS!!! many concerts to come still!!!! ”
“After they count all the concerts in Mexico, Puerto Rico, American dates in December, and the 25 shows to go, she WILL beat MadwomanDonna”
Listen people, don’t you get it?????????
In the last several weeks Celine Dion has added extra dates in her Taking Chances Tour because she knew that she couldn’t gross more than Madonna’s Sticky & Sweet 58 dates, despite having twice more shows scheduled (about 120 dates).
Celine Dion fans have been complaining on her forums that they have been tricked, they bought expensive tickets for her supposed final shows, but after that several more date have been added continuously. Don’t you get it, what Celine’s team did was to add those extra shoes so that they can make sure she overpasses Madonna’s SS Tour?
Celine’s tour was officially programmed to be over around 12 February (the same when her tour started, a year ago), but now it’s 26 February, because team Celine added more shows, realising that TCT couldn’t outgross Madonna’s SS Tour with only those dates, even though they were already twice more shows than Madonna’s 58 (around 120, now thay are 134 because of the last dates added in the last moment).
What Madonna and Live Nation should do is to quickly announce a 2nd part for her SS Tour early this year and put ticketes for sales. Madonna can easily sellout several stadiums in Australia, Asia, Eastern Europe (Turkey, Russia etc) and for instance easily add 50 million $ to her total so far (280 million $), from only 10 shows
It would be such a shame for her tour not to ramain the first tour for a solo artist, because there were only 58 dates in only 4 months, whereas Celine’s has 134 dates in more than a year (with the extra shows added in the last moment on purpose to outgross Madonna)!!! and even so it will be so close!!!
Madonna should stop directing stupid movies next year that nobody cares about, cancel all her side projects and concentrate on adding some extra dates to her SS Tour, she only needs 10-15 stadium shows (over 50 million $ in gross) that she could do in a month or so to maintain her record! I’m sure that’s what her fans want!!!!!
pls. read what I wrote on the previous article called “Sweet Encore?”.
(it’s the 8th comment).
Peace.
Gosh, she s so beautiful
Celine Dion’s fans discussing on her forums:
“by the end of february when the tour its over SHE WILL KICK MADONNAS @SS!!! many concerts to come still!!!! ”
“After they count all the concerts in Mexico, Puerto Rico, American dates in December, and the 25 shows to go, she WILL beat MadwomanDonna”
Listen people, don’t you get it?????????
In the last several weeks Celine Dion has added extra dates in her Taking Chances Tour because she knew that she couldn’t gross more than Madonna’s Sticky & Sweet 58 dates, despite having twice more shows scheduled (about 120 dates).
Celine Dion fans have been complaining on her forums that they have been tricked, they bought expensive tickets for her supposed final shows, but after that several more date have been added continuously. Don’t you get it, what Celine’s team did was to add those extra shoes so that they can make sure she overpasses Madonna’s SS Tour?
Celine’s tour was officially programmed to be over around 12 February (the same when her tour started, a year ago), but now it’s 26 February, because team Celine added more shows, realising that TCT couldn’t outgross Madonna’s SS Tour with only those dates, even though they were already twice more shows than Madonna’s 58 (around 120, now thay are 134 because of the last dates added in the last moment).
What Madonna and Live Nation should do is to quickly announce a 2nd part for her SS Tour early this year and put ticketes for sales. Madonna can easily sellout several stadiums in Australia, Asia, Eastern Europe (Turkey, Russia etc) and for instance easily add 50 million $ to her total so far (280 million $), from only 10 shows
It would be such a shame for her tour not to ramain the first tour for a solo artist, because there were only 58 dates in only 4 months, whereas Celine’s has 134 dates in more than a year (with the extra shows added in the last moment on purpose to outgross Madonna)!!! and even so it will be so close!!!
Madonna should stop directing stupid movies next year that nobody cares about, cancel all her side projects and concentrate on adding some extra dates to her SS Tour, she only needs 10-15 stadium shows (over 50 million $ in gross) that she could do in a month or so to maintain her record! I’m sure that’s what her fans want!!!!!
Celine has grossed 236 million until now with 25 more shows to go. She will surpass Madonna if she doesn’t add a second leg to the SS Tour!
Please What are the people DOing . ..
Why u compare madonna with celine !!!
Madonna Can NOT aND mUST noT be Compare .. Yep!!!!
neither GOd can replace madonna ass
ok the picture are realy nice but i want to know more news about madonna, how does she spend her hollidays?
Madonna looks hot. SHe is a good choice for LV.
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she is hot. i prefered Hermesbags to Louis vuitton. especially the Kelly bag , i need work hard for my first Hermes design.
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MADONNA’S really hot~~
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thanks for sharing!I like this artic.
with the extra shows added in the last moment on purpose to outgross Madonna)!!! and even so it will be so close!!!
Want the 80’s photography concept of Madonna. A bit classical in taste.
Red, thank you for your support. You and everyone else at The End who worked to put the display together have a lot to be proud of. Everything did go along smoothly. Individuals did have fun. And you sold it out. I certainly hope your next event goes as well.
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