As a brand that prioritizes longevity over ephemerality and a commitment to excellence, LOUIS XIII relies heavily upon time itself: taking the time to make high-quality spirits, to elevate great craftsmen, and to create remarkable experiences. Simply put, time is their raw material. Considering the abstract nature of a concept like time, the thing that we all feel but are unable to grasp, we needed to create a campaign that champions time and quality, in the same devoted fashion as LOUIS XIII’s decanters (which are blown, cut, engraved, and decorated by hand) and their exceptional cognac.
To celebrate this commitment to craft, quality, and human-made products, we created “Believe in Time”, a campaign years in the making, marking 7 years of collaboration between Fred & Farid and LOUIS XIII. “Believe in Time” was beautifully brought to life by three brilliant female artists: Chinese Couture designer Guo Pei, French-Senagalese Cannes Film Festival Grand Prix-winning director Mati Diop, and multi-hyphenate singer, songwriter, performer, and actress Solange Knowles.
As a meaningful reincarnation of Mother Earth, the film shows Solange reviving sacred femininity, acting as a natural vehicle for the importance of time throughout the lifespan of the earth itself, while adorned in a couture ensemble carefully designed by Guo Pei. The ornate gown and accompanying globe, which took over a year to imagine and craft, were made from the precious fabrics, rocks and metals alongside intricate embroidery. For the success and prosperity of our generation, and all future ones, we must believe in time.
