Jaden Smith in a skirt and other goodness from Louis Vuitton Advertisement

Jaden Smith in a skirt and other goodness from Louis Vuitton

Smith looks all kinds of fabulous in the SS ’16 campaign

By Deepa Menon  January 6th, 2016

The latest Louis Vuitton campaign makes it slightly harder for anyone to continue seeing the brand as a stodgy status symbol — that piece of monogrammed arm candy that lets people know you’re loaded. Creative director Nicolas Ghesquière has been on a mission to change that since 2013 and the ads for Spring/Summer 2016 (‘Series 4’) are dead set on representing “the muses of a new era”. These are a non-Hollywood star (Korean actor Doona Bae), a video game character (Lightning from Final Fantasy) and a boy in a skirt. Jada Pinkett and Will Smith’s son is one of a group of ‘heroines’, shot on the streets of Florida by Bruce Weber.

Ghesquière explains why he chose the admittedly cool but definitely male rapper and actor to be a muse for women’s wear: “He represents has assimilated the codes of true freedom, one that is free of manifestos and questions about gender. Wearing a skirt comes as naturally to him as it would to a woman who, long ago, granted herself permission to wear a man’s trench or a tuxedo.” It’s true what he says about Smith. This is the social media star who once Instagrammed a picture of him in a tunic and captioned it: ‘Went To TopShop To Buy Some Girl Clothes, I Mean “Clothes”‘. There’s no trapping a spirit like that under a label. Not even Louis Vuitton could do it.

Flip through to see other images from Louis Vuitton’s Series 4