Louis Vuitton is showcasing its iconic Alma bag—a star accessory in the 2013 Fall ready-to-wear collection—in a new ad campaign with the catchy tagline “Chic on the bridge”.
Lensed by U.S. photographer Steven Klein, the ad visuals stage three stunning young women who meet up successively in three international cities, Paris, New York and Shanghai. For a glamorous break in their global travels they choose an emblematic bridge for the rendezvous, each carrying an Alma handbag in a color that evokes the city.
In Paris, the globetrotters’ destination is the Pont du Carrousel, a subtle nod to the “Invitation to Travel” campaign, which unfolded at the nearby Louvre Museum. Their Alma bags are in blue Épi leather, a color that expresses a “so French” elegance. In New York, they cross the Brooklyn Bridge, elegantly accessorized with their Alma bags in yellow. On Shanghai’s Waibaidu Bridge, the Alma is a glossy red Monogram Vernis model.
Created in 1934, the Alma bag has audacious Art Déco lines, testimony to the impact of this visual arts design style during the 1930s. The bag figures among Louis Vuitton’s most Parisian iconic bags, taking its name from the elegant tree-lined square that leads to the eponymous bridge where avenue Montaigne meets the Seine.