Roger Vivier's last campaign, conceptualised by creative director Gherardo Felloni, stars stars friend of the House and cinematic icon Laura Dern. Titled Vivier Express "Travelling Icons", the visuals show Dern embarking on a captivating journey of fashion, art and storytelling. In the first installation of this series, the short film celebrates the Maison’s iconic designs and pays homage to its cinematic past.
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THE CAMPAIGN
Set in an antique steam train designed in the Maison's emblematic colours and motifs, the Vivier Express sets off in all its glamour, outfitted with shiny brass and blush pink velvet. Heading off to the picturesque French countryside, the tale begins with the charismatic Dern settling down in her cabin. Dressed in an assortment of Vivier classics, the Academy Award-winning actress wore a minimalistic Viv' Choc metal belt and I Love Vivier pumps. The classic Viv' Choc handbag also made an appearance, aptly portrayed as her trusty companion on this spellbinding voyage.
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As the train rattles through a multitude of landscapes, Dern enjoys her cup of tea and admires the scenery wistfully, lost in her own introspection. The tale takes an exciting turn when a mysterious stranger enters the cabin and sits across Dern. Often locking eyes with her—with Dern turning away initially—the unusual dynamic evolves into something more intriguing when he opens a sketchbook and starts to draw. As the journey progresses, Dern becomes more collected, and even adjusts her jacket as she assumes the role of a fleeting muse. Seemingly admiring her beauty, the young gentlemen continues to sketch—never breaking his intense gaze. Suddenly, the train comes to halt. The young man abruptly gathers his things and leaves, leaving a puzzled Dern behind.
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The initially composed Dern is now visibly perplexed by his sudden departure. That is, until she spots a piece of folded paper left on his seat. Expecting a portrait of herself, Dern unfolds it and is instead greeted by a sketch of her black Viv' Choc handbag. In this timely succession of unexpected surprises, her disappointment soon turns into contentment. Breaking into a radiant smile, she keeps the treasured sketch in the bag and once again shifts her attention to the beautiful scenery outside.
Roger Vivier's Cinematic Past
When asked what her first exposure to Roger Vivier was, Dern shared that it was "watching the film Belle De Jour and seeing my first Roger Vivier shoes worn by Catherine Deneuve." Famously immortalised in the 1967 film, the shoes in particular were the Belle Vivier—one of the Maison's most iconic footwear styles to date. Its story began in 1965, when Monsieur Vivier designed a classic black pump embellished with an oversized chrome-plated buckle for Yves Saint Laurent's groundbreaking Mondrian collection. Hot off its debut, it quickly became the most in-demand footwear of the season, with women flocking to the Maison's flagship boutique hoping to get a pair.