Louis Vuitton AW13 by James Lima from LOVE Magazine
There are few times when fashion film is done well. The term itself has become a dirty word, because of its sheer predicability and mass volume. Cue meloncholy music, and thin, lost-looking girl baring some skin. But watching this video for Marc Jacobs’ Louis Vuitton Autumn/Winter 2013 video by James Lima presented by LOVE Magazine evokes a certain joy. The film was shot during fittings for the LV show in suspiciously clean surrounding Paris streets, alleyways bearing witness to ladies of the night; Cara Delevingne, Edie Campbell, Saskia de Brauw, Isabeli Fontana, Lily McMenamy, Georgia May Jagger, and Magdalena Frackowiak star as the girls Marc Jacobs and Katie Grand had in mind for this collection. “I knew the character was [director James Lima's] kind of woman; she was French and a lady that enjoys the night time” says Grand. Give what meaning you will to the term ‘enjoys;’ the overall effect of the short is poignant, a fine addition to fashion film as its own respective genre. We’re taken in and then reminded that this isn’t a movie trailer, when at the last minute, the girls break free from the set and onto the runway. See the looks from Louis Vuitton Autumn/Winter 2013 show here.