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MADONNA AND MARC: When Marc Jacobs found himself in a meeting on a recent Monday morning to brainstorm about Louis Vuitton’s next fashion advertising campaign, inspiration struck. “I just blurted out, ‘I think we should do Madonna,’” said the designer, Vuitton’s creative director, mentioning he’d attended a concert by the pop icon the night before in Paris. “I was totally just blown away by it, and moved by her performance, by what she had to say, and her energy.”
As the meeting went on, Jacobs tapped out a message to Madonna on his BlackBerry, and within about five minutes came the reply: “I’d love to.”
The result is six atmospheric pictures of a smoldering Madonna by Steven Meisel that will break in a range of fashion magazines in February. “It’s a big change from what we were doing. It tells a story,” said Antoine Arnault, Vuitton’s director of communications. “This I think is an amazing coup, but more than that, there’s real logic behind it. It’s very linked to Marc’s fashion show.”
Although Arnault declined to give figures, he said media budgets for the fashion campaign would be on par with a year ago. And he dismissed as “absurd” reports pegging Madonna’s fees at $10 million. “It’s very far away from that,” he assured.
The campaign marks the end of Vuitton’s six-year collaboration with photographers Mert Alas and Marcus Piggott, with the parting characterized as amicable, and another reunion for long-time collaborators Madonna and Meisel. Jacobs last worked with Meisel in his Perry Ellis days. (Arnault noted it’s “very probable” Vuitton’s association with Meisel will continue.)
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