Solange Knowles Embodies the Divine Feminine for LOUIS XIII’s New “Believe in Time” Visual
Magnified by Guo Pei and directed by Mati Diop.
Solange Knowles celebrates 13 billion years of life with LOUIS XIII‘s new “Believe in Time” campaign and creative visual.
Distinguished cognac bottler Remy Martin and its LOUIS XIII brand cast Knowles as the star of its latest time-oriented series of advertisements, continuing from its previous “100 Years” installment, which starred Pharrell Williams. She appears in the new campaign as Mother Earth, adorned in an ornamental and bejeweled backless halter dress (with a flowing train of silkened fabric), designed by famed couturier Guo Pei.
In an accompanying film – directed by acclaimed filmmaker Mati Diop – the Grammy award-winning singer appears alongside an ensemble cast of dancers and musicians moving throughout several performance scenes, swaying to the sound of a new musical composition that Knowles created for the project. As her voiceover narrates the short film, Knowles hypnotically struts throughout the video, ending on stage with a close camera pan on her glowing face.
Sharing her thoughts on creating the project, Knowles says: “Time and space are really at the foundation of my expressions. I’m a strong believer that the space and time surrounding our work is just as important as the work itself. These ideas align with what is being expressed with LOUIS XIII’s creation, Believe in Time.”
“I’ve been a huge fan of Mati Diop’s Atlantics, and Guo Pei‘s incredible craftsmanship and jumped at the conversations to collaborate with them,” she adds.
LOUIS XIII’s stance on quality and time – over instant gratification – was a determining factor for selecting Knowles to embody Mother Earth, which the company feels is “a perfect illustration of those values.”
More information on the brand’s “Believe in Time” campaign can be found on its website.
In other Women’s Day news, Blake Van Putten’s CISE brand launches “Protect Black Women” collection for Women’s History Month.
