Viviane Sassen Takes Louis Vuitton Lovers to Iceland in Imaginary Nature Escape

Searching for the perfect tone in its 2020 Louis Vuitton brand campaign — one that acknowledges our COVID-lockdown lives without giving up hope for travel tomorrow — Louis Vuitton’s Virgil Abloh landed on Iceland as a perfect destination.

Nature is front and center. Photographed by Viviane Sassen, the Icelandic nature scapes are indeed breathtaking. The innocence of joyous children making instruments out of hatboxes gives us a welcome respite from reality.

What’s missing from the campaign is the slightest hint of environmental fragility.

If just one of the kids was carrying a sign saying “Save Our Earth”, the campaign would remain exquisitely beautiful in creating a magical note of reverence for this precious landscape — but also quietly send the message not to take natural beauty for granted.

This Greenpeace video of Ludovico Einaudi’s ‘Elegy for the Arctic’ is the perfect backdrop for Louis Vuitton to encourage clients and supporters alike to contribute to saving the Arctic. I love beauty more than anyone I know, but we have crossed the Rubicon on the issue of climate change, and the Arctic is melting at a desperate pace.

Many advanced countries — NOT Scandinavian — are just fine with this meltdown, because it will open up new trade routes that avoid the underdeveloped world. Out of sight; out of mind — if you get my drift.

Our young people are DEMANDING that we step up and go beyond creating a gorgeous, enchanting ad campaign for Louis Vuitton. There is no evidence here of the tragic, irreversible environmental catastrophe occurring in the midst of these exquisite images.

Trust me, our children are watching us. And their dream is that adults and big business step up to save the Arctic and more. ~ Anne