New Louis Vuitton Campaign Has The Right Stuff

Posted on June 6, 2009

Astronauts Louis Vuitton


Astronauts Buzz Aldrin, Sally Ride, and Jim Lovell star in Louis Vuitton's new ad campaign. The campaign features Louis Vuitton's $1,530 "Icare" travel bag. The Wall Street Journal reports that the bag is named after Icarus, who died when he flew too close to the sun in greek mythology.
The campaign, with agency Ogilvy & Mather, marks the 40th anniversary of the Apollo 11 mission to the moon and is intended to be "an homage to these great travelers," said Antoine Arnault, Vuitton's head of communications and son of Chairman Bernard Arnault, the richest man in France. He said the astronauts each donated a "significant" portion of their modeling fee to Al Gore's Climate Project, though he declined to specify how much.

The astronauts are the latest in a quirky series of Vuitton spokespeople, among them Mikhail Gorbachev, Catherine Deneuve and Keith Richards, who have appeared in the brand's "Core Values" campaigns. (Obviously, these pitches are aimed at aging boomers, not trend-chasing younger folks. For them, the company has racier ads featuring models and Scarlett Johansson.)

Sitting on the hood of the astronauts' pickup truck, unidentified, is Vuitton's $1,530 "Icare" travel bag named for Icarus, the hero of Greek mythology who dies when he flies too close to the sun. Is that a little weird? Arnault says when he saw the bag, he thought "what a nice symbol and coincidence! We are representing these people who went closer to the sun than anybody."
The WSJ says the astronauts donated part of their modeling fee to Al Gore's Climate Project. The new Louis Vuitton campaign has its own website at that is a running a countdown. Here's a video from the campaign featuring some astronaut interviews.