Rei Kawakubo’s Dover Street Market is without doubt the tastemaker leader in curation which is why it is genuinely brilliant that Louis Vuitton’s first new collection under the creative direction of Nicholas Ghesquière has taken on an extremely refined tastemaker strategy by partnering with the retailer.
It almost feels like the birth of a new brand, and activity including the refined campaign for AW14 which featured a series of photos by Juergen Teller, Annie Leibovitz and Bruce Weber further cement this foray into tastemaking and influence as a priority. The campaign is called ‘Series 1’ and is a mix-up from all three photographers highlighting classic beauty meeting creative innovation and starring Freja Beha Erichsen, Liya Kebed along with Charlotte Gainsbourg and Jean Campbell.
Tomorrow, Louis Vuitton will open its first ephemeral store at London’s Dover Street Market. It will be on the first floor with an edit of directional pieces from Ghesquière’s AW14 WRTW collection. Vuitton will also takeover thecorner window with an exclusive creative concept designed especially for the store from 1st to 15th September, stay tuned for images.