Scarlett Heart$ Vuitton…Again

Instead of spring's frolicking nymphette, Vuitton's Fall 2007 campaign is a real stretch: Scarlett Johansson as a curvy, sexy movie star.

While her ascent to indie movie goddess may have seriously stalled after Ghost World and Lost in Translation, Scarlett Johansson seems to be following in the footsteps of Chloe Sevigny as a well-paid fashion personality. In addition to helping design & shill a line of “glamourous sporty leisurewear” for Reebok (no, it’s not designed to actually be exercised in), she is once again the face of Louis Vuitton.

While the spring print ads had her festooned with floral hair adornments and coquettishly – and somewhat unrecognizably – frolicking a swing, fall has her in more believable movie star mode a la Grace Kelly & Marilyn Monroe, luxuriating on divans against a lush background of curtains. "In this one, she's much more recognizable," explains Antoine Arnault, head of PR for Louis Vuitton – and son of Bernard Arnault, chairman of LVMH Moët Hennessy Louis Vuitton – about the campaign which was shot by Mert Alas and Marcus Piggott. (Notably absent from the shoot was the label’s designer, Marc Jacobs, thanks to a repeat stint in rehab.) "It's probably one of the most beautiful campaigns Mert and Marcus have ever shot. It's a very iconic campaign,” noting that Jacobs “adores” the actress and produced a fall collection replete with “rich, earthy palette and feminine glamour” inspired by her role in as a 17th century Dutch peasant in Girl With a Pearl Earring about the most famous painting of artist Johannes Vermeer.

However, the most interesting aspect of the Vuitton campaign is the breathtaking amount of money insiders guestimate Vuitton drops each year on advertising: $250+ million.

- via WWD