Marc Jacobs Doesn't LVOE LV, but I LVOE Scarlett

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Scarlett Johansson once again graces us with her beauty in Louis Vuitton's latest ad campaign, a second appearance for her. (She first modeled for LV in their Autumn/Winter 04/05 campaign.) Appearing very love-a-ley and spritely in nothing but pink ruffles and lace, with Botticelli curls pinned to her crown, she is bringing back romance to the brand.

“With the Spring/Summer 2007 collection, we wanted to create something very fresh, very feminine, very pretty”, says Marc Jacobs, Louis Vuitton Artistic Director. “And when it came time for the advertising campaign, we thought who would best represent this – someone young and fresh and slightly coquettish, with gorgeous skin and a figure made to wear bustier dresses and gold-heeled shoes, and we came up with Scarlett Johansson.”

The actress is thus the star of Louis Vuitton’s Spring/Summer 2007 advertising campaign, which captures the spirit of the ready-to-wear in a series of deliciously pretty visuals shot by photographers Mert Alas and Marcus Piggott. Fusing echoes of 18th century fêtes galantes with an undercurrent of contemporary street style, the campaign depicts Scarlett Johansson as a not-so-innocent ingénue playing on a swing, wearing the collection’s delicate Liberty prints and ethereal voiles, and carrying the emblematic “That’s Love” shopper, filled with flowers as it was on the catwalk. The season’s other key accessories themes are also featured, including Polka Dots Flowers and Monogram Denim Patchwork bags, floral print hair bands and braided bracelets.

“What we strive for is to create a fresh mood and a new spirit each season – a different way for the Louis Vuitton woman to express her femininity, her confidence, her love of luxury. Our fashion statement varies from season to season, but the woman we depict in the advertising is always the same,” concludes Marc Jacobs.

When Scarlett Johansson turned up on the set for Louis Vuitton’s campaign in November 2006, the crew discovered the actress had given her famous blonde locks a pink tint because of The Prestige London Premiere. That suited Marc Jacobs just fine, given the romantic mood of his collection. “She looks like the French coquette”, Jacobs said of Johansson’s appearance in the campaign. “It’s just fresh, very romantic and extremely pretty.”

The Louis Vuitton Spring/Summer 2007 advertising campaign breaks worldwide from February 2007.

I love how she looks so beautiful without vamping it up, although I can't say the same about those garish bags. What's with the battered and frayed patchwork denim speedy? And that cheesey studded white one with the not-so-inspired gold plaque? What is happening to my beloved LV? The LVOE tote is very cute, but dang, it's made of cloth and probably machine-made embroidery. Does Marc Jacobs hate us? He must have been high and angry when he created this current collection. There's handiwork, and then there's handy work. Rather than some perfect Jane Austens sitting in a romantic drawing room and creating exquisite pieces for us all to marvel, as I'd like to imagine from these ethereal photos, this whimsical contemplation was BASHED repeatedly AGAIN and AGAIN by reality. You know, the truth is that no craftsman made these. The secret is out. Some greasy carpenter was paid with burgers and fries and free cable to churn them out in Jacobs' garage. He was given a glue gun and told to "use his imagination." There, I've said it. I just can't believe the only saving grace might be those table scraps on Scarlett's head. Oh yeah, the flowers in her LVOE tote are pretty. Pity.

Here's Scarlett in her first LV appearance, looking very va-va-voom. Look how sumptuous the bags look. Why, MJ, why?!? Why have you desecrated all over my beLVOEd? Sniff sniff...

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