“This was really different,” explains Antoine Arnault, communications director of Louis Vuitton, when asked how Madonna came to front the company’s new spring/summer campaign. “Usually, these things take much, much longer,” he explains; a lengthy process of identifying the right person to embody the fashion and luxury-goods brand, the right photographer, the right look for the campaign, plus, of course, all the deal-making a project like this involves. This time, however, pretty much everything was agreed inside a week.

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