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We've seen some spectacular short films made by top fashion brands wanting to bring the essence of their values to life. Karl Lagerfeld's latest, The Tale of a Fairy, for the Chanel Cruise 2012 collection, features Amanda Harlech and Freja Beha, while Prada's quirky collaboration with Roman Polanski was shown at Cannes this year.
Ben Kingsley and Helena Bonham Carter lent gravitas to the film A Therapy, which was set in a psychoanalysis session, with Kingsley as analyst/fetishist and Bonham Carter as his patient.
But these films weren't campaign ads for the masses. They were uploaded onto websites, or screened at fashion boutiques. This is the luxury world after all; isn't a sense of exclusivity the whole point?
Cartier's L'Odyssée de Cartier debuted in March with much fanfare to celebrate its 165th anniversary. The spot screened in 800 British cinemas and was televised in 12 countries.
So far, high fashion has largely stayed away from television, but this seems to be changing.
Louis Vuitton has taken the plunge with L'Invitation au Voyage. The moody piece, shot inside the Louvre, stars the stunning American model Arizona Muse.
Inez van Lamsweerde and Vinoodh Matadin directed the ad, which has a demurely dressed Muse taking off in a red and white striped hot air balloon as the sun rises over Paris. She is, of course, toting a leather Louis Vuitton bag.
This is the label's first ad to air on television, and its prime-time US debut has already garnered a lot of online coverage. The luxury house is embracing the mass medium as a fresh way of spreading its message - and perhaps that in itself is a message to be heard.