Words by Alba Tarragó
October 6th, 2017
It seems like nothing can stop the French giant, Louis Vuitton. If it wasn’t enough owning a whole building on one of the most expensive streets in the world, the Champs Elysées, the brand has just opened a new store in the most luxurious epicentres of Paris, the Place Vendôme. That was a real matter of celebration and the company hosted a party during Paris Fashion Week with VIPs such as Cate Blanchett, Alicia Vikander, Will Smith and Julianne Moore in attendance.
After spending four years refurbishing the 1,500 square meters space, Louis Vuitton is now back where it all began. Just a few meters away from the new flagship, on Rue Neuve-des-Capucines, the luxury brand opened its first shop in 1854.
We’ve become accustomed to Adidas’ cool and slick campaigns featuring the likes of Kendall Jenner or Pharell Williams but the brand has opted for something a little different this time around. The brand has filmed a series of six short videos for its latest Superstar campaign, which centres around “icons of tomorrow”. Those featured include activist Barbie Ferreira, musician and activist Kiran Gandhi, skateboarder Rachelle Vinburg, climate change activist Xiuhtezcatl Martinez and musician Khalif Diouf. It is artist and photographer, Arvida Byström, however, who has been receiving the most attention throughout this campaign, mainly as a result of her decision to show her unshaved legs. The 22-year-old Swedish woman has been attacked on social media for her hairy legs with some going so far as to threaten the model with rape. Byström is known for advocating against stereotypes and has been a public supporter of the no-shave movement. Speaking about the artist, Adidas described how Byström is “Known for her photography, which questions femininity and gender standards using so-called girly aesthetics”.
You can watch Arvida’s video below.
One of the biggest leading media companies in the world, Condé Nast is expanding with a new LGBTQ-focused publication titled Them. Created by Phillip Picardi of Teen Vogue, the online multi-platform will be launching in the last week of October. As Them’s Chief Content Officer, Picardi noted in an interview with Business of Fashion that “Young people are dominating our culture and they’re going to shape it in a way that we really weren’t expecting, particularly in matters of gender and sexuality”. Them will focus on community participation and an impactful story-telling experience.
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