The house of Louis Vuitton unveiled the first images of the campaign for its Fall 2010 collection featuring supermodels Christy Turlington, Natalia Vodianova and Karen Elson.
The three women are posing in a 1950s decor for Steven Meisel with the guidance of stylist Karl Templer.
The models are in an old Hollywood makeup room, wearing dresses with corsets and hoop skirts and high ponytails.
Artistic director Marc Jacobs said: "The strength of Louis Vuitton is its almost magical ability to reinvent itself every season. Last season was all about the idea of the New Age traveler. This season was a manifesto for beautiful, ladylike clothes. Two different collections, two different campaigns, but one Louis Vuitton."
Last April, Louis Vuitton advertising was banned by the Advertising Standard Authority (ASA) in the United Kingdom for misrepresentation. The ad images showed seamstresses which implied that the Louis Vuitton products were manufactured by hand. This was not the case as only a small part of the manufacture process was done by hand.
The fashion house tried to justify its ad by saying it simply wanted to pay tribute to the work done every day by its craftspeople. That explanation did not satisfy the ASA which does not allow such advertising in Britain.