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, which marks 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 an accompaniment to the “Believe in Time” film, we interviewed designer Guo Pei on the importance of time in her remarkable designs. Guo Pei elaborates on her process of carefully selecting and sourcing the precious fabrics, rocks and metals she utilized to create Mother Earth’s gown, alongside her use of ancestral Chinese embroidery techniques. Coupled with the care with which Mother Earth’s globe was crafted by ceramic master Hun Che Li over two years time, Guo Pei’s ornamental design highlights the campaign’s message of intentionality and a time-honored approach to artistry.
