Yayoi Kusama x Louis Vuitton: The powerful campaign enters the second round
The first part of the global campaign by Yayoi Kusama and Louis Vuitton made everyone stare and gasp. Now the second drop follows and tops it all off.
A worldwide campaign was implemented in the first chapter of the collaboration between the Japanese avant-garde artist and the luxury label Louis Vuitton. A Yayoi robot painted in the shop window in New York, an oversized Kusama figure taped over the LV store in Paris and a 3D animation ran in Tokyo. The campaign immediately went viral on social media.
The focus here was Yayoi Kusama 's trademark - the Painted Dots. The second drop no longer just focuses on the iconic dots, but also incorporates more visual motifs into the designs. There are other signature elements such as colorful pumpkins and flowers, happy faces or nets .
Obsessive-compulsive disorder and hallucinations are the basis of art
The world of Yayoi Kusama is a representation all of its own. Shaped by childhood trauma, the now 94-year-old artist developed hallucinations and obsessive-compulsive disorders at a young age. A network of dots spreads out on the walls throughout the room, colorful flowers start talking to her and when she closes her eyes she sees the pumpkins that grew in her parents' field ripening. She is afraid of phallic objects, sex, or food.
Kusama processes these delusions in her art. In addition to her ongoing psychiatric treatment, she helps her deal with her illness. Inspired by her hallucinations, her unmistakable art style developed. Kusama hit the nerve of the times and made her one of the most famous artists in the world.
Creating Infinity is the 2nd drop of the campaign
Under the name " Creating Infinity ", numerous creative minds were involved in part 2: US fashion photographer Steven Meisel photographed the campaign and captured the expressive and cheerful spirit of the artist in his pictures. Make-up artist Pat McGrath is responsible for the radiant beauty looks of the models. Star hairdresser Guido Palau , who worked with well-known figures such as Naomi Campbell , Cindy Crawford and Christy Turlington , styled the hair. Ferdinando Verderi was in charge of the creative direction and Carine Roitfeld was responsible for the styling .
Well-known stars such as Lea Seydoux , Cate Blanchett , Justin Timberlake , Naomi Osaka , Jung Hoyeon and Zhou Dongyu are the campaign's ambassadors. They were portrayed with iconic capucines and monogram accessories of the new creations.
On September 26, 2023, author Jo Ann Furniss will publish her book about the unique collaboration between the artist and the fashion house. Entitled “Yayoi Kusama x Louis Vuitton: Creating Infinity”, it sheds light on the artist's fascinating works as well as the house's beautiful fashion collections and inspirations of the artistic themes.
Renowned fashion and art experts such as one of the leading curators of Kusama's work Mika Yoshitake, important contemporary artists, celebrities and world-famous creative personalities will have their say.
The creations from the second part of the campaign by Louis Vuitton and Yayoi Kusama will be available in boutiques and online worldwide from March 31, 2023 .
Photos: press
