is the Louis Vuitton Selby back on the map in China?

Paris to Shanghai by train. The only concept dredge up the atmosphere of bygone times, when the Orient Express train, the style, the way was the luxury of traveling. And what are the two cities mentioned this fabulous old better than Paris and Shanghai, a city once celebrated as "the Paris of the East?" This nostalgic feeling is that Louis Vuitton is to open in its new campaign, "Louis Vuitton Express" - which this week began with a teaser video, "Paris to Shanghai by train from The Selby," - that the digital extension is an event marketing campaign that has run online, on YouTube and Facebook from French brand HQ into its new headquarters in China. But who or what you might ask, is "The Selby?" And "The Selby" enough to treat Vuitton again in favor of Chinese luxury buyers who have come recently, the type of mark on the musculoskeletal system such as excursions - a relic of the past? Fashion experts (including the class of China hippie jetsetting) know that "The Selby" is the name of Todd Selby's web, a New York photographer whose blog 4 years with the houses of his friends hippies grew into a full-time business and the brand in its own right. He published a book on his blog with another base in October, on his "edible Selby" gourmet Photo Series for the New York Times T Magazine "is based. Selby also shot photos for brands such as Dockers, Fendi, Cole Haan, Jack Purcell, and Nike, and a number of projects for Louis Vuitton. Now he helps the luxury brand LVMH owned luxury China fry some customers at a critical time for the company. The context of cooperation emerged back in the fall of LV / Winter '12 Paris Fashion Week show in February, the romance of old-time celebration of the golden age of the train when passengers Prim - with Louis Vuitton suitcase that their luggage, of course. Vuitton Marc Jacobs provided showstopping spectacle ended the week and won rave reviews at the golden age of rail, the celebrated "romance of another time, the silhouette of another time." Now, as the train rolls on, all the way from Paris to Shanghai. Louis Vuitton makes this show in Shanghai this month, taking with Todd Selby on a journey around the whole thing, like the character models (and Vuitton Fall collection) get on a real train ride on the market as important to the brand. WWD reports that "This is the first time the brand tries to evoke atmosphere of the Parisian salon has its exact," on a future event: "When he was in the show spot on the famous Bund in Shanghai at 09:00 (July) chugs 19, are the models for the fall and circle to land at the train, as they did in Paris. The event coincides with an exhibition of luggage and the opening of the first house Vuitton in China -. a four-level unit at the Plaza 66 Complex " Louis Vuitton could certainly be more steam in China. "In China, Louis Vuitton brand to be the same as you-I [sic], or domestic helpers, can not afford." This brutal assessment of the current situation in the Louis Vuitton luxury in China, the news agency Reuters as early as last month, "a retail consultant, who declined to be named." While Louis Vuitton is still not destroyed in the Chinese market for luxury burgeoning profile has a bleak future for the brand (and Gucci), painted against rapidly increasing competition Chanel and Hermes. In fact, at the Conference of the Political Consultative Conference, China and the recent National People's Congress, Hermes was a good mark on the screen of men and women VIPs. In response, said a spokeswoman Vuitton Reuters that the event in July at its new flagship of Shanghai ", confirmed that the Vuitton brand-garde in China." It is a fine line between "trends" and "desirable". Although Hermes is definitely the star of the new Chinese luxury, Louis Vuitton is the gray eminence of the market. As part of the celebrations for the 20th Anniversary in China this year, it sponsored a special exhibition at the National Museum of China, known as "Louis Vuitton travel."