Louis Vuitton

Behind the scenes of the campaign
Photo by Ward Ivan Rafik

Louis Vuitton

Behind the scenes of the campaign
Photo by Ward Ivan Rafik

Louis Vuitton

Behind the scenes of the campaign
Photo by Ward Ivan Rafik

Louis Vuitton

Behind the scenes of the campaign
Photo by Ward Ivan Rafik

Louis Vuitton

Behind the scenes of the campaign
Photo by Ward Ivan Rafik

Louis Vuitton

Behind the scenes of the campaign
Photo by Ward Ivan Rafik

Louis Vuitton

Behind the scenes of the campaign
Photo by Ward Ivan Rafik

Louis Vuitton

Behind the scenes of the campaign
Photo by Ward Ivan Rafik

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Paris

Behind the Scenes of Louis Vuitton’s Attrape-Rêves Campaign

Standing on a spotlit stage, walking barefoot on the beach, driving with the top town, walking through a field at sunset—these are just a few of the dreamy settings for Louis Vuitton’s short film starring Emma Stone and directed by Sam Mendes.

The campaign, awash in golden tones, launches alongside Louis Vuitton’s latest fragrance, Attrape-Rêves (Dreamcatcher). It’s the ninth women’s scent for the house, created by Jacques Cavallier Belletrud. Propelled by the spirit of travel and passion, the master perfumer found inspiration in magical moments that happen in nature—the northern lights, the twinkle of fireflies, the trails of shooting stars.

These rare encounters are so fleeting, they can feel like just a dream. So Belletrud decided to capture those traces of memory and wonder in a vibrant, joyous bouquet of cacao, patchoulol, peony, lychee, and Turkish rose. Notes of ginger and bergamot round out and brighten the fresh, surprising perfume.

For the film, Mendes translated the essence of Attrape-Rêves, as well as the house’s other eight fragrances for women. “It was important to give a sense of fluid motion, whether literal or suggested,” he said. “We chose to travel through different moments in a woman’s life. Within that idea I was conscious of making her independent and not defined by her relationship to a partner.”

The new face of Louis Vuitton, Stone was a friend of creative director Nicolas Ghesquière before collaborating with the house. Mendes, of American Beauty fame, took a deep dive into the brand’s storied roots in travel. “[Its founders] anticipated many of the changes that shaped the way we live now, from our relationship with the automobile to long-distance travel.”

Channeling a love of the journey was second nature for Stone, who, while she’s traveled a good deal, admits to having many more destinations on her wish list. “I went to Bhutan a few years ago and got some prayer flags I love. That country and the memories I have from that trip will stay with me forever,” she said. And Paris remains one of her favorite cities to return to. “It is the best place to walk and get lost in,” Stone gushed. “And the city smells like bread and butter. What more could you want?”

Mendes and Stone have previously worked together in the director’s production of Cabaret on Broadway. “Sam brings a very human element to his work. He is focused and clear but leaves space for collaboration,” said Stone. Embodying a different character for each location, the Academy Award–winning actress, interestingly enough, has always chosen a different perfume for every role. “Since I was 16, I’ve had perfumes I can go back to and remember that time in my life.”

This fall, Louis Vuitton’s first fragrance film debuted in step with the release of Attrape-Rêves. An accompanying print campaign shot by Craig McDean and styled by Marie-Amélie Sauvé hit stands last month.

 

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