I’m not a guy who’s sartorial. I’m not Tom Ford in terms of the grooming and the knowledge of clothes and the precision and perfection of getting dressed. There’s nothing I can wear in this ad that isn’t going to look ridiculous. At one point, I tried jeans and a shirt, and it didn’t work. So then Juergen said, «Take off the clothes.» So I did, and that became the ad.
Basically, I’m in a kilt and a white shirt every day. So, you know, I don’t have a lot of scope, and I’m really picky about what I wear. Even if it’s weird, it’s very particular to me. And you can’t make a business out of what I would wear. We’d be out of business.
I’m an American in Paris being a French designer, having the people come with the embroidery samples and the button samples. It’s very French fashion design. I think of it like I’m in a movie. Like it’s not real.
The first season I was there, I thought I was going to be so clever and put the logo inside the coat and the main Louis Vuitton behind the button, like underneath the button, and the first thing the salespeople in the shop asked me was “Is the coat reversible, and can you turn the buttons around?” So I realized this is a lost cause. Let’s not hide it; it has to be flaunted.