Civic Monument
- Creative Direction
- Campaign Concept & Development
- Set & Installation Design
- Film & Photography
- Visual Identity
Civic Monument staged Louis Vuitton’s SS23 collection at the heart of Paris, transforming a civic plaza into an ephemeral cathedral of fashion. Concrete, steel, and fabric merged into monumental structures reminiscent of both public architecture and LV’s heritage trunks. The campaign explored fashion as public culture — LV not only as a house of luxury, but as a civic monument of modern identity.
A/M envisioned the campaign as a collision between civic space and couture. Large-scale installations reimagined the LV monogram as architectural facades, while models moved through scaffolding and stone-inspired sets designed to echo both cathedrals and modern infrastructure. Film captured the grandeur of scale, with drone sequences framing Vuitton as both spectacle and civic institution.
The campaign debuted globally with simultaneous launches in Paris and Shanghai. Billboards showcased Vuitton’s ephemeral monuments towering above city streets, while Vogue Runway and Le Monde featured editorial spreads emphasizing Vuitton’s cultural role. The campaign reinforced Vuitton’s positioning as a house of enduring civic and cultural authority.
- Creative Direction — A/M
- Set & Installation — OMA/AMO
- Film & Photography — Romain Gavras
- Styling — Louis Vuitton Paris
- Production — Supervision Paris
- Postproduction — A/M Studio Visual Lab
