How Louis Vuitton Appeals to Upscale Baby Boomers with Music

Bowie

Louis Vuitton knows how to target an audience with rock celebrities. The iconic luxury brand is working with another iconic brand, David Bowie, to produce the second television spot ever aired in the company’s 160-year history. The ad, an installment in Louis Vuitton’s “L’Invitation au Voyage” series, will feature the Thin White Duke in an as-yet undefined role. But given Bowie’s well-known sense of style and visual storytelling, you can be sure the ad will be memorable — and another smart musical pairing that positions Louis Vuitton as a classic, upscale choice for the affluent Baby Boomer generation.

Louis Vuitton’s advertising relationship with musicians is somewhat complicated. On the one hand, hip-hop artists such as Kanye West and Wiz Khalifa have name-checked the company in their song lyrics. West is a self-proclaimed Louis Vuitton Don and designed his own line of Louis Vuitton sneakers. In fact, the 2000s have been cited as “the decade of Louis Vuitton” in the hip-hop music industry, so often have hip-hop artists attempted to appropriate the brand in very public ways.

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But just because hip-hop loves Louis Vuitton, it doesn’t mean Louis Vuitton loves hip-hop. In 2008, the company (along with Gucci) stopped rapper TI from releasing a video for the song “Swing Ya Rag,” because the TI used the company‚Äôs products in the video without Continue reading