Ferracina says: “I think Covid was the perfect moment to do something that was a necessary step for the brand. We
have a product that is considered quite exceptional. We decided to slow down and to make a bold acceleration that
will bring us a lot closer to the consumer.” This has manifested in the performance art film created by Knowles, Pei
and Diop called Believe in Time. This multi-hyphenated collaboration launches Wednesday 2nd
March and encapsulates the bold moves which a brand like Louis XIII is willing to take to refresh itself. It sticks
to the core of the brand's narrative to do with the passage of time and the respect and reverence one should pay to
this simple concept that affects us all, but packages it in a thoroughly modern and progressive work of art for us
all to be able to share in.
“Louis XIII has 150 years of history and to be a luxury icon is a big responsibility.” Says Ferracina, “You don’t
want to wake up and see that the brand has lost its way, it is a fine balance. You want to use the DNA and history
of the brand, the code which has shaped what the brand is today but you also have to give acceleration in one
direction or another to rejuvenate it too. This is actually what attracted me to Louis XIII in the first place, as
when you see that the brand was the first to ship the bottle rather than the barrel, the first to keep the cognac
for such a long time, the first to open a boutique in China. The avant-garde, pioneering aspect is something that is
within the DNA of the brand.”
Indeed it is and the collaborators weren’t in need of much arm twisting to convince them that this was an appropriate
creative home for them. Solange says, “Most of my own work, whether it be music, film, or sculpture, I try to give
thought on how future generations will discover it, and so, to be aligned on these ideas gave me great interest in
the type of projects Louis XIII has been creating.”
Guo Pei agrees that reflecting on what has been passed down to us informs much of our creative passions, but
considering the future and our legacy is just as important. She says, “When I first experienced Louis XIII, I was
absolutely fascinated by the brand’s history which had been made possible by a legacy passed down from one
generation to the next…this deeply touched me. It triggered my understanding and perception of time. For humans,
time is the most important, and as an Haute Couture designer time is a cornerstone. My design focuses on the
description of my life and my passions, which developed over time, by trying to make people feel moved and touched
by this relationship to time which Louis XIII beautifully embodies. It is as if we can take part in this eternity
thanks to Louis XIII”
Launch coming soon.
