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, Renell Medrano photographed Solange’s portrayal of Mother Earth, reviving sacred femininity while adorned in a couture ensemble carefully designed by Guo Pei. The prints were captured while on set and shot on film, as opposed to digitally, encapsulating the campaign’s message of intentionality and a time-honored approach to artistry.