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January 14, 2011

Scarlett Johansson stars in Moët & Chandon’s 2011 campaign

Lucire staff/10.31

Scarlett Johansson for Moët & Chandon
Scarlett Johansson for Moët & Chandon
Scarlett Johansson for Moët & Chandon
Tim Walker

Moët & Chandon never really strays too far from a fashion audience—our 2002 article on the pronunciation of Moët is one of this publication’s most-Tweeted. And when we went to Champagne, we made it a point to visit the house.
   Now, Moët raises its currency in the fashion market even more with its latest campaign, photographed by British photographer Tim Walker last September, and starring, once again, actress Scarlett Johansson.
   Johansson, ambassador for Moët & Chandon since March 2009, is a celebrity who garners huge interest in the late 2000s and early 2010s—juxtaposed against one of France’s most storied brands, dating from 1743.
   The three photographs of the advertising campaign is targeted at print, outdoor and online media.
   Moët & Chandon president and CEO Daniel Lalonde says, in a release, that the campaign ‘highlights a return to the immutable elegance and glamour that are inherent to both Moët and Scarlett.’
   The campaign was shot during the Moët & Chandon Tribute to Heritage celebration last September, says the company, at Trianon, the residence built by Jean-Rémy Moët between 1805 and 1817 on the Moët & Chandon Estate in Epernay.

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