The first of many holiday retail festivities this season came last week from Louis Vuitton. The luxury house launched a major campaign celebrating the most important Hindu festival, Diwali. Across the world, all 454 Louis Vuitton stores feature Diwali themed window displays running through January, making a bold holiday statement and undoubtedly showing commitment and respect to LV’s business in India. The windows were done in collaboration with Rajeev Sethi, an artist from New Delhi who crafted LV trunks made of banana leaves.
Of course there’s more. Louis Vuitton designer Marc Jacobs created limited edition sari attire to commemorate the holiday using vintage sari fabrics sourced from India. The collection is sold exclusively in Louis Vuitton on Avenue Montaigne in Paris (and only in size 38, btw). Bollywood actress Priyanka Chopra is featured on the cover of Vogue India, November edition, in one of the dresses.
And here is the entire ad campaign that accompanies Louis Vuitton’s Diwali celebration.
I have to say that I really like this push. It is certainly a bold move to feature Diwali during the holiday season where most others will stick to somewhat traditional Christmas and Winter Wonderland landscapes for window displays. The collection aspect of Louis Vuitton’s Diwali is tight and concise and ultimately beautiful, combining the worlds of traditional dress and high style. I find that neither the windows nor the ad campaign appear overdone; they seem to combine just the right amount of Diwali inspiration and LV luxury.
If Louis Vuitton did so much to elevate Diwali with only a small limited edition collection, one can only imagine what’s in store for Louis Vuitton’s China Girl themed Spring 11 collection. After all Chinese New Year lands in February, just in time for Spring deliveries.