Earlier this year, Louis Vuitton appointed Chinese American actress Liu Yifei as its new brand ambassador in China. Best known for her breakout role in Disney’s Mulan remake, Liu is the first female face of the house since Fan Bing Bing stepped away from the limelight following a tax evasion scandal.
The appointment was announced on the brand’s Weibo account, with some 68 million fans filling the comment section with photos of online orders, shopping receipts and high praises for the endorsement. She joins the likes of Naomi Osaka, Alicia Vikander, Emma Stone and Léa Seydoux in the LV family, all of whom will star in the Maison’s Spring 2021 campaign.
Liu’s first appearance as the face of the campaign sees her embodying the Capucines bag in a series of fresh colours and silhouettes for Spring. Named after the first Louis Vuitton store which opened in 1854 on rue Neuve-des-Capucines, the bag is one of their most iconic designs to date. It is characterised by hardware details, including LV initials on the front and studded side rings connecting the top handle to the body.
Directed by artistic director of women’s collections Nicolas Ghesquière, the campaign portrays Liu against a backdrop of a movie studio set, “rehearsing” for her debut. She plays the part with ease, modelling the brand’s signature accessory with elegance.
The selection of bags featured in the campaign include a classic black PM model, a pastel rainbow mini, an Olympe blue mini and the Since 1854 pattern. Watch the campaign film below.
The Capucines Spring 2021 collection is now available at Louis Vuitton boutiques and online here.
Photos: Louis Vuitton