Michelle Williams & Louis Vuitton: the predictable past and future of their relationship.
Brands don’t just select the face of their next season or accessory campaign based on her upcoming films, paparazzi popularity and ability to trend on social media.
They look for a name which is both unexpected enough to gather press interest and sufficiently linked to the house so that the collaboration makes sense. The talent needs to be part of the brand’s family, an impression reinforced while the campaign is on every city wall and magazine page by careful seeding of key products.
Michelle Williams, announced as the face of the W and Capucines handbags for the Louis Vuitton Autumn/Winter 2013 campaign has slowly built her relationship with the brand. She wore its clothes in fashion editorials, particularly that Autumn/Winter 2011 collar, and on the red carpet, including at the Oscars.
She should be spotted around town in the coming weeks carrying a monogrammed bag at the very least, will probably offer Louis Vuitton some red carpet moments and magazine covers, even though Suite Française, her next film, isn’t scheduled for release until 2014, by which time we will all have moved on to Spring/Summer 2014. And she will likely attend the Vuitton show at Paris Fashion Week in late September. There could even be some new handbag line launched, à la Sofia Coppola. For this is the predictable cycle any actress goes through for the brand she represents.