Louis Vuitton has been known for being extremely protective over their brand and over the past few years, the fashion brand has been in several lawsuits against a number of corporations and celebrities. In fact, in almost every lawsuit they have been very successful at getting it their way. But unfortunately the fashion brand won’t be getting their way with a certain advertisement that has been labeled misleading by the Advertising Standard Authority (ASA).
The ASA has demanded that a certain Louis Vuitton ad be pulled permanently after receiving three complaints. The series of ads featured a women stitching the handle of a handbag implying that the bags are made by hand. Underneath the image was text that stated “the seamstress with linen thread and beeswax.” In response, Louis Vuitton admitted that some aspects of the bags are stitched by hand sewing machines because they were more secure and necessary for strength, accuracy and durability. They also stated that the advertisement was to honor their artisans, and the images were indeed enhanced, to make them look more appealing visually.
In the end, LV wasn’t lucky and the ASA has ordered Louis Vuitton against using the advertisement. An ASA spokesman said: “We noted that the images were stylized interpretations of real stages of the production process of both of the items featured. However, we considered that consumers would interpret the image of a woman using a needle and thread to stitch the handle of a bag to mean that Louis Vuitton bags were hand stitched.”