A Story About Banned Ads: Louis Vuitton vs. Standards

Luois Vuitton has gained a fabulous popularity all over the world due to ingenuity of its designers, innovative technologies, extravagant ideas and bold experiments. Lots of men women said Yes to the renowned brand, yet there are those who say a definite No to the fashion house. These people are watchmen from ASA, or Advertising Standards Agency. They decided that both advertisements made by the company provide misleading information referring to handmade bags.

The reason is ads show a picture of a woman with linen thread involved in a long and difficult process that needs “infinite patience”. The text read: “The seamstress with linen thread and beeswax”. The second ad shows a woman who is making a wallet. And the text goes: “The young woman and the tiny folds.

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In everything from Louis Vuitton, there are elements that cannot be fully explained”. At the same time the overwhelming majority of Louis Vuitton handbags are made by machinery.

The argument began when three people addressed to ASA saying that they did not believe in the ads depicting a manual process of manufacturing Louis Vuitton bags.
A spokesman of the fashion house said that they wanted to express their homage and respect to the craftsmanship rather than describe an actual process of manufacturing. After a detailed researches held by ASA, the designers admitted that the major part of the process is automated, but still there are over 100 stages to complete in manufacturing of each bag.

Although Luois Vuitton demonstrated evidence of multiple manual techniques, the ASA felt it was not enough to prove that the items are made by hand. They added that consumers would misinterpret the idea and banned the ads.
Anyway, if it is not a quality ad it is the scandal that has attracted attention of the public to the brand.