After two campaigns featuring pop priestess Madonna, Louis Vuitton has taken a New Wave approach to their spring – summer campaign which features white doves and model Lara Stone lounging seductively in the grass with her trusty handbag by her side and not a care in the world.
The first images highlight a structured Louis Vuitton flap-front shoulder bag in Monogram canvas; a slouchy sun-bleached denim hobo featuring fox fur charms; and a large Monogram canvas tote with structured handle.

Marc  Jacobs (Vuitton’s artistic director) said of his new model, “After our successful collaboration with Madonna, we are very happy to be working once again with [photographer] Steven Meisel on the Louis Vuitton Spring/Summer 2010 fashion campaign.”

“Because the collection loosely took its cues from the idea of the New Age traveler, we decided to create a green, outdoorsy set that would evoke a spirit of peace and love. To model the clothes, we wanted a modern, iconic, sexy beauty… It had to be Lara Stone, ” Jacobs added.

“After two seasons with such a huge star, [artistic director] Marc [Jacobs] decided to take a breather and work with a model — and not just any model. It’s the choice of a new supermodel,” said Antoine Arnault, Vuitton’s communication director, as he unveiled a campaign slated to break in February fashion titles. “She clearly has a Brigitte Bardot look.” He described the six visuals as fresh, summery, whimsical, young and optimistic — and hopefully coinciding with brighter economic times.