For her sequel as the face of another Louis Vuitton campaign [third time, actually], Scarlett Johansson played a role with which she’s extremely familiar: movie star. Evoking at turns Marilyn Monroe and Grace Kelly, Johansson displays voluptuous glamour in the color-drenched fall spots, slated to break in August fashion magazines.
“In this one, she’s much more recognizable,” said Antoine Arnault, Vuitton’s communications director, who allowed that the actress is not always immediately identifiable in the current spring ads in her role as the French-coquette-on-a-swing.
Nevertheless, Arnault dubbed the current campaign a success. He noted that Vuitton creative director Marc Jacobs “adores” Johansson and based his fall-winter collection for the house around her character in Girl With a Pearl Earring, the 2003 feature film about a peasant girl who becomes the model for 17th-century Dutch artist Johannes Vermeer’s most famous work.
The fall campaign, lensed by Vuitton regulars Mert Alas and Marcus Piggott, plays up the painterly colors of the ready-to-wear. “It’s probably one of the most beautiful campaigns Mert and Marcus have ever shot,” Arnault said. “It’s a very iconic campaign.”
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