I had a nice meeting with Danii San Agustin, Louis Vuitton Manila’s new Head of PR. She invited me to see their private showroom at the corporate head office where she showed me the new and upcoming collections — including the smallest version of the smallest version of the Sofia Coppola bag, the ‘BB’. Lots of exciting new things coming up…
All images and captions from Louis Vuitton media.
The SC bag will be featured in all the windows of Le Bon Marche – one of Sofia Coppola’s favourite stores in Paris. This is the first time that the iconic French department store has devoted all its windows to a Louis Vuitton project.
The filmmaker lent her cinematic vision to the design of the window displays, which echo the hot colours that the SC bag is available in this season. It was Sofia’s desire to create a mood that is bright, joyful, lght and girly, with plenty of fluorescent pink, hearts, flowers and fawns.
This exuberance comes to the windows of Le Bon Marche in the form of shiny heart-shaped balloons bursting with happiness, ripe, abundant harvests of glossy, juicy cherries, neon-strip heart shapes and supersized peonies – Sofia’s favourite flower – their overlaid shades of shocking pink offset against the more sober background of the Louis Vuitton Monogram.
“I wanted the windows to reflect things I liked,” Sofia explains, and this idea that the bag is a gift you get yourself, something fun, where you get to express your feminine side. “We just talked about things I liked in this mood: I love neon and hearts, and I have a photo of a baby deer that I love. I wanted the windows to feel personal, connected to me and that women would enjoy.”
Sofia specified that the hearts, balloons and cherries should be as large as possible, giving them a fairytale dimension and emphasizing the youthfulness and innocence of the fawn that springs among them.
The Louis Vuitton and Sofia Coppola windows are on display at Le Bon Marche from September 21 to October 26, 2013. During this period, in addition to all the new colours, a model in dark cobalt with fuchsia piping is available exclusively at Le Bon March.
Louis Vuitton Manila
+63 2 756 0637