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NEWS / April 2022

LOUS XIII Cognac pays tribute to Mother Earth: BELIEVE IN TIME

Time is the raw material of LOUIS XIII Cognac. LOUIS XIII continues to express its unique relation to Time by paying tribute to Mother Earth in this latest project, Believe in Time.

Time is the raw material of LOUIS XIII Cognac. LOUIS XIII continues to express its unique relation to Time by paying tribute to Mother Earth in this latest project, Believe in Time. The film is led by GRAMMY Award-winning singer, songwriter and visual artist Solange Knowles, who also composed an original piece of music for the project, in collaboration with Chinese couture designer Guo Pei, and French-Senegalese Cannes Festival's Grand Prix winning director Mati Diop (“Atlantics”).

LOUIS XIII Cognac is delighted to collaborate with these three iconic female artists who are all changemakers in their respective fields. They worked together to bring the concept, Believe in Time, to life. As a result, the campaign stands as a meeting point: it’s the convergence of individuals, of artistic visions, of creative fields and of cultures.

A cover photo of a woman with golden jewellery, closed eyes and inscription about LOUIS XIII

A cover photo of a woman with golden jewellery, closed eyes and inscription about LOUIS XIII

With the announcement of the project Solange Knowles stated: “[…] I'm a strong believer that the space and time surrounding our work is just as important as the work itself, and world making has been a part of my practice for quite some time now. These ideas align with what is being expressed with LOUIS XIII’s creation, Believe in Time. The question of time is always in my container of consciousness while creating. In most of my own work, […] I try to give thought on how future generations will discover it; and so, to be aligned on these ideas gave me great interest in the type of projects LOUIS XIII has been creating. 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. Being able to bring all of these facets of creation by composing an original musical score really brought this project to life.”

A poster of an Asian woman with golden umbrella and inscription about LOUIS XIII

A poster of an Asian woman with golden umbrella and inscription about LOUIS XIII

Ornamented in Guo Pei’s piece of art, and incarnated
by Solange, Mother Earth is the perfect embodiment of what time is able to
create over the centuries. It took more than two years for the Chinese Couture
artist to imagine and create Mother Earth’s garment, sourcing the most precious
fabrics, rocks and metals, and using Chinese ancestral techniques for the
embroideries. “I aim to create heirlooms to be
handed down from one generation to the next. With posterity in mind, I picture
my creations as eternal, and precious objects that will connect our present
with the future.”
– says Guo Pei.

The film takes the audience through the birth of the universe, the time it took for the Himalayas to be formed, the time for humans to stand up and control the use of fire, the time it took to fly and the age of the oldest tree on earth “Methuselah.” Solange’s music gives pace to this narrative.

With this artistic creation, LOUIS XIII cognac reaffirms its commitment to craftsmanship, quality, beauty, and human made creations. In an accelerating, frenetic, impatient period of time where everyone is trapped in scaling up, industrializing and mass producing, LOUIS XIII strongly believes in the opposite, quality over quantity. Time over instant gratification. Slow pace over precipitation, such as Mother Earth, a perfect illustration of those values.

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