Louis Vuitton Promotes “Prostitution Chic” in Controversial Short Film


Sex sells, right? Well, Louis Vuitton apparently thinks so as its clothing is the star of a new (NSFW) short film that features a few of its top models acting the parts of prostitutes in the dark streets of Paris.

A naked woman in the backseat of a car, a half-dressed woman swaying down an alley, a woman undressing in front of a car’s headlights and a slew of come-hither looks fill up the new film that was produced by the U.K.’s Love Magazine and directed by James Lima.

Watch the NSFW video after the jump.[more]

Featuring the work of supermodels Cara Delevingne and Georgia May Jagger, who clearly has inherited her dad’s ability to draw a crowd, the film eventually intercuts scenes from Vuitton’s recent Paris Fashion Week show. Designer Marc Jacobs makes an appearance in those clips and one wonders if he had any idea that he would be appearing in a film that women’s groups are claiming glorifies prostitution, according to the New York Daily News. Inna Shevcenko, the leader of women’s rights group Femen, which is famous for going topless to gain attention for the issues it is fighting against, said, “Once again, naked women are used to create a buzz or sell clothes.”

According to The Huffington Post, “a piece in France’s Libération mirrored this sentiment: ‘What indecency, ignorance and indifference to play with the fantasy of porn chic: the social condition of the vast majority of prostitutes has nothing enviable, nothing fancy, nothing happy about it.'”

French publication The Local reports that the fashion house has distanced itself from the film, as it didn’t produce it, but there’s no doubt that the Louis Vuitton name will stay attached to the ‘gone too far’ controversy. However, Love magazine editor Katie Grand has spoken out, telling Fashionista, “We are very sorry for any offence caused. It was certainly not our intention.” The film has since been removed from Love’s website and has a private setting on Vimeo, Fashionista reports. 

Ford learned a similar lesson earlier this week when it had to come out and apologize for ads that surfaced in India that featured misogynistic images including former Italian Prime Minister Silvio Berlusconi sitting in the driver’s seat with three prostitutes bound up in the trunk. The ads were never intended for publication, but were leaked by an agency in the country. That was enough to give Ford a black eye, particularly in a culture where women don’t show their skin quite as much as they apparently do in Paris.