The fashion world was holding its breath waiting to see what the newly appointed Creative Director for Louis Vuittion, Nicolas Ghesquière, had in store for this Autumn |Winter 2014-15 season. To tease his captivated audience, Monsieur Ghesquière sent an elegantly simple invitation and offered a personal note to the lucky members of the fashion show audience.
The invitation was criticized for not giving anything away about the collection. As some designers like to use this printed space as a preview of their collection inspiration (ahem, Manish Arora); Ghesquière went back to the basics.
A classic black, ribbed leather envelope embossed with the Louis Vuitton logo must have been a delight to received. The gorgeous textured case was followed by a simple white card. Once opened, the top corner revealed the location of the presentation. It was immediately followed by a handwritten invitation to the show:
Les Fans de Louis Vuitton
sont priés d’assister à la présentation de
la Collection Automne-Hiver 2014/2015
le Mercredi 5 mars 2014
à 10 heures .
So simple was this gesture, but elegant and classy, that it seemed to reveal nothing about what was to come. But by now, you should know that brands don’t do anything without purpose…
As each audience member made their way in, they were treated with a letter from the Creative Director himself:
Today is a new day. A big day. You are about to witness my first fashion show for Louis Vuitton. Words cannot express exactly how I am feeling at this moment… Above all, immense joy at being here, in the knowledge that my stylistic expression is at one with the Louis Vuitton philosophy. The proud legacy. The inspiring history that looks to the future and to the world. The quest for authenticity and innovation. The desire for timelessness. Does not every designer ultimately seek to create something timeless? I salute the work of Marc Jacobs, whose legacy I wholeheartedly hope to honor. And I thank you for being here to share this moment with me. Thanks to all of you who have helped me to tell this new story and who make Louis Vuitton what it is, and especially to those who work with me. Thanks to everyone who is here on this day, this morning. Right now. Nicolas, March 5th, 2014
Again, the note was kept to black and white, a continuation from the invitation. The sentiment expressed is beautiful. He expresses his gratefulness, his appreciation of the past, and his excitement for the future. It is a personal letter that would make anyone at the show feel special and grateful themselves that they are about to witness history at this show. His sign off is perfect, just Nicolas. This is obviously a personal achievement for him and he is so thankful to be able to share with as many people as he can.
This invitation was a direct reflection of the collection. The theme was overall back to basics. Review the collection and then look at the invitation and see how the simple, straight cut lines, and colors complement each other.
I haven’t been a fan of Louis Vuitton personally, but they definitely got my attention now with this classy gesture 🙂