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fashion-memopad

Bonding With Vuitton... Ad Spending Forecasts Drop... Glam Media Chases Luxe...

Bonding With Vuitton... Ad Spend Forecasts Drop... Glam Media Chases Luxe...

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BONDING WITH VUITTON: Oh, the things he did for England — and now, Louis Vuitton. Sir Sean Connery, the original James Bond, is the picture of masculine cool as the latest celebrity to be featured in the French luxury giant’s “core values” campaign underlining its travel roots.

The ad is slated to appear in a range of daily newspapers and weekly magazines later this month, including The Financial Times, Le Figaro, The New Yorker and Le Nouvel Observateur.

“I wish I looked like that at 78 years old,” Antoine Arnault, Vuitton’s director of communications, marveled in reference to the Annie Leibovitz photo. “He’s sexier than ever.”

Photographed on a beach near his home in the Bahamas, the iconic actor is propped on a wooden dock next to a waterproof version of Vuitton’s Keepall bag. Such is Connery’s natural elegance, the photo Leibovitz submitted was actually a test, before he was handed over to the hair and makeup crews, Arnault said. “In this case, we had the opportunity to work with a legend,” he added. “He’s been on our list for a very long time.”

Arriving just in time for the November release of “Quantum of Solace,” the latest Bond film starring Daniel Craig, Vuitton’s Connery images are slated to run for roughly a year, in tandem with other personalities from the series, including Keith Richards and the duo of Francis Ford Coppola and his directing daughter, Sofia. Arnault reiterated that the core values spots, launched last year with Mikhail Gorbachev, have led to “good results on the products that are shown in the campaigns.”

As unstudied as Connery looks in the photo, could the time listed in the tag line be true? It reads: “There are journeys that turn into legends. Bahamas Islands. 10:07.”

“Well, look at his watch,” Arnault replied. “What a coincidence, huh?” — Miles Socha

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