Louis XIII Launches Its Latest Campaign with a Nod to Musical Excellence

By Brennan March

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Earlier in 2022, Rémy Martin released a new video campaign for its luxury cognac brand LOUIS XIII, celebrating Mother Earth by visualizing the passage of time with its short-film Believe in Time.

In collaboration with the award-winning creative agency Fred and Farid Los Angeles, Believe in Time brings together three immensely talented female artists: French-Senegalese filmmaker Mati Diop, Chinese couture designer Guo Pei, and American multidisciplinary artist Solange Knowles.

It’s a real honour to announce this new project, which is a tribute to the LOUIS XIII long standing relationship with time,” says Leonardo Ferracina, Global Executive Director of LOUIS XIII Cognac. “We are very proud to be working with three incredibly talented women. Believe in Time illustrates how great artistry has the power to cross cultural boundaries to create a piece of art never seen before. We hope to inspire people with a positive and creative message.”

LOUIS XIII has a unique relationship with time, having focused many of its campaigns on the subject—similar in scope to its collaboration with Pharrell Williams in 2017.

The film focuses on how humans are situated in the past and present—and how time affects society, culture, and legacy. Iconic, authentic, and committed to her craft, Solange inspires generations through her creations. Believe in Time pays homage to her past and present while cementing her legacy as an avant-garde artist.

“Time and space are really at the foundation of my expressions,” says Solange. “I’m a strong believer that the space and time surrounding our work is just as important as the work itself. […] These ideas align with what is being expressed with LOUIS XIII’s creation, Believe in Time.” She continues, “The question of time is always in my container of consciousness while creating. Most of my own work, whether it be music, film, or sculpture, I try to give thought on how future generations will discover it, and so, to be aligned on these ideas gave me great interest in the type of projects LOUIS XIII has been creating. I’ve been a huge fan of Mati Diop’s ‘Atlantics,’ and Guo Pei’s incredible craftsmanship, and jumped at the conversations to collaborate with them.”

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Solange, who created an original piece of music for the project, is joined by internationally reputed couture fashion designer Guo Pei. Reflecting the traditional Chinese craftsmanship with a contemporary vision and elegance, her contribution to this collaboration marks a new milestone in her creative journey and the role time plays in influencing cross-cultural artistic expressions.

“When I first experienced LOUIS XIII, I was absolutely fascinated by the brand’s history which had been made possible by a legacy passed down from one generation to the next…this deeply touched me. My design focuses on the description of my life and my passion(s), which developed over time, by trying to make people feel moved and touched by this relationship to time which LOUIS XIII beautifully embodies,” says Pei.

Directed by 2019 Cannes Prix winner Mati Diop, Believe in Time cultivates these different creative fields into a singular expression of time and space. Having directed Atlantics (2019), which deals with Black diaspora and class struggle in a mythological and critical light, Diop is well positioned to help tell a story about how cultural intersectionality is influenced by the past and present in time.

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