LoVe for Louis Vuitton
« Respecting the dignity of all women has always been both a personal commitment for me and a priority as a group »
Louis Vuitton store, Passeig de Gràcia, 80, Barcelona, Spain
“LoVe for Louis Vuitton” unmasks the pervasive attraction of luxury brands, which morph identities into luxurious luggage, enslaving and chaining bodies and minds to dreams of elegance and success. Louis Vuitton tagline, “League of Legends” anchor minds and bodies at the harbor of unattainable ideals of beauty which transform women bodies into sizeable and standardized product lines.
The digital graffiti is inspired by the scandal that sparked after Louis Vuitton fired the model Ulrikke Louise Lahn Høyer for being “too big to fit” – with a size 2. “According to the show's casting agent I had ‘a very bloated stomach’, ‘bloated face’, and urged me to starve myself ‘Ulrikke needs to drink only water for the next 24 hours.”
“I am aware that I’m a product, but I cannot accept the ‘normality’ in the behavior of people like this. They find pleasure in power over young girls and will go to the extreme to force an eating disorder on you. I have seen way too many girls who are so skinny that I don’t even understand how they even walk or talk. It’s so obvious that these girls are in desperate need of help. It’s funny how you can be 0,5 or 1 cm ‘too big’ but never 1-6 cm ‘too small’.”