Fall/Winter 04/05 Campaign

Photographers: Mert Atlas and Marcus Pigott

Scarlett Johansson, along side Diane Krueger, Christina Ricci and Chloé Sevigny, appeared in the Fall/Winter 2004/2005 advertising campaign, which was shot in 2004.

Two different ads featuring Scarlett were published in magazines world wide in 2005.

Spring/Summer 07 Campaign

Photographers: Mert Atlas and Marcus Pigott
Photographed: In November 2006
Stylist: Katie Grand
Hair: Oribe
Make up: Charlotte Tilbury

“With the Spring/Summer 2007 collection, we wanted to create something very fresh, very feminine, very pretty”, says Marc Jacobs, Louis Vuitton Artistic Director. “And when it came time for the advertising campaign, we thought who would best represent this – someone young and fresh and slightly coquettish, with gorgeous skin and a figure made to wear bustier dresses and gold-heeled shoes, and we came up with Scarlett Johansson.”

The actress is thus the star of Louis Vuitton’s Spring/Summer 2007 advertising campaign, which captures the spirit of the ready-to-wear in a series of deliciously pretty visuals shot by photographers Mert Alas and Marcus Piggott. Fusing echoes of 18th century fêtes galantes with an undercurrent of contemporary street style, the campaign depicts Scarlett Johansson as a not-so-innocent ingénue playing on a swing, wearing the collection’s delicate Liberty prints and ethereal voiles, and carrying the emblematic “That’s Love” shopper, filled with flowers as it was on the catwalk. The season’s other key accessories themes are also featured, including Polka Dots Flowers and Monogram Denim Patchwork bags, floral print hair bands and braided bracelets.

“What we strive for is to create a fresh mood and a new spirit each season – a different way for the Louis Vuitton woman to express her femininity, her confidence, her love of luxury. Our fashion statement varies from season to season, but the woman we depict in the advertising is always the same”, concludes Marc Jacobs.

When Scarlett Johansson turned up on the set for Louis Vuitton’s campaign in November 2006, the crew discovered the actress had given her famous blonde locks a pink tint because of The Prestige London Premiere. That suited Marc Jacobs just fine, given the romantic mood of his collection. “She looks like the French coquette”, Jacobs said of Johansson’s appearance in the campaign. “It’s just fresh, very romantic and extremely pretty.”

The Louis Vuitton Spring/Summer 2007 advertising campaign breaks worldwide from February 2007.

Fall/Winter 07/08 Campaign

Photographers: Mert Atlas and Marcus Pigott
Photographed: In March 2007

For her third time as the face of another Louis Vuitton campaign, Scarlett 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 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.” Arnault said Johansson was at ease during the shoot, held in a studio in her hometown of Los Angeles in late March. In fact, during a lunch break, the photographers were so struck by the combination of light and Johansson that they snapped some impromptu black-and-white portraits that will be featured in a future issue of the UK’s Pop magazine.

External Links

Scarlett-Photos.com Gallery
Official Louis Vuitton Website