Sunday, June 13, 2010

Louis Vuitton's False Advertising?!

British advertising watchdog, Advertising Standards Agency (ASA) has demanded that two ads from Louis Vuitton be pulled out of circulation. One ad shows a woman stitching the handle of a Nomade Lockit and is entitled: "The Seamstress with Linen Thread and Beeswax". It continues with: A needle, linen thread, beeswax and infinite patience protect each over-stitch from humidity and the passage of time. One could say that a Louis Vuitton bag is a collection of details. But with so much attention lavished on every one, should we only call them details?” The other one is "The Woman with the Tiny Folds"; In everything Louis Vuitton there are elements that cannot be fully explained. What secret little gestures do our craftsmen discreetly pass on? How do we blend innate skill and inherent prowess? Or how can five tiny fold lengthen the life of a wallet? Let's allow these mysteries to hand in the air. Time will provide the answers. The two ads are beautiful and evokes the old European masters' style in composition of what a craftsman should look like, with tools strewn in the foreground and the tilting of the woman's head. But, I am glad that someone actually spoke out. Don't get me wrong, I believe that LVs are exceptional pieces. They're just not hand made as it used to be and these ads are portraying that they still are. I was told though, that the the rolled handles (i.e. Speedy, Lockit etc...) are still hand stitched but that's as far as it would go. Any thoughts?

1 comment:

  1. most LV workshops look like nice factories, and they do have machines that make some processes easier, i guess. i mean the monogram used to be handpainted on the canvas, but now it's printed. as far as i know the handles are still really hand stitched, and most LV bags are still hand-assembled. i think that's the nuance. what used to be entirely hand-made is now hand-assembled...

    watches and glasses are handmade still, if i'm not mistaken...


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