It’s alive! Pompous advertising did not die in the 1960s. A recent full-page ad in the Wall Street Journal for Louis Vuitton is titled “The Young Woman and the Tiny Folds.” Above the title is a large photo of a drop-dead beautiful girl in dark shadows, sitting at an angle, dreamily pressing some sort of embossing tool on a nearly-finished purse with her delicate, manicured hands (albeit left-handed). She is wearing no jewelry and only her plain, dark blue fitted smock is visible. This is a factory worker? She could be a debutant quietly reminiscing on last night’s ball. It is a beautiful photo, worthy of Vermeer.
Below it is the caption:
“In everything from Louis Vuitton, there are elements that cannot be fully explained. What secret little gestures do our craftsmen discreetly pass on? How do we blend innate skill and inherent prowess? Or how can five tiny folds lengthen the life of a wallet? Let’s allow these mysteries to hang in the air. Time will provide the answers.”
Forget the wallet. Sell me the girl, Louie.
PS I have already used their phrasing to answer household questions like, “So, did you take out the trash yet?”
“Let’s allow these mysteries to hang in the air. Time will provide the answers,” I reply.