First there was Jennifer Lopez, Scarlett Johansson, Diane Kruger, Christina Ricci and Chloe Sevigny.

Uma Thurman for Louis Vuitton Photo Credit: M. Alas & M. Piggott

For the past two years, actress Uma Thurman was it.

Now, sexy Brazilian supermodel and actress Gisele Caroline Nonnenmacher Bundchen will become the face of the French fashion house, Louis Vuitton.

Bundchen has been called by Rolling Stone "The Most Beautiful Girl in the World."

Since 1997, Marc Jacobs, the artistic director for the world famous luxury goods label, has had a tough job.

On Thursday, December 8th, 2005, Jacobs' job was to be in Hong Kong to attend the opening of the new Louis Vuitton flagship store with Bundchen.

In explaining his company's decision to make Gisele the guest star, Jacobs said:

We just wanted a fashion icon more than the celebrity thing.

I certainly feel that Gisele is iconic and recognized all over the world as Gisele.

Also the clothes were hot and colourful, and we thought she would exaggerate the strength and heat of the collection.

From Lopez to Johansson to Ricci to Sevigny to Thurman to Bundchen, Mr. Jacobs has been and will continue to be in good company. Jacobs added, "There are all sorts of people I'd like to work with."

Louis Vuitton's upcoming spring advertising campaign features a bronzed Gisele Bundchen lounging poolside at a private home called Palacio de Salomon in Ibiza, Spain. The new line is one of Marc Jacobs' sexiest collections to date.

In addition to Jacobs, Vuitton regular fashion photographers Mert (pronounced "Maht") Alas and Marcus Piggott also have a tough job.

Their first photo shoot at their Moorish Mediterranean villa with Gisele as their model took three-days.

According to The New Yorker, Alas and Piggott like to work with "powerful women, women with a meaning, a you-don't-have-to-talk-or-move-too-much-to-tell-who-you-are kind of woman."

Gisele, who fits this description perfectly, will grace the pages of the hottest fashion magazines wearing Louis Vuitton, beginning February 2006.

Brazilian Model Evandro Soldatti

She is expected to be accompanied by Brazilian model Evandro Soldatti.

This is not the first time Gisele's face will appear next to the Louis Vuitton name.

Last month, Gisele fans had the opportunity to purchase via eBay a Brazilian special edition of Vogue, devoted to Louis Vuitton, featuring Gisele Bundchen on the cover and four pages of photos on the inside.

Other brands Gisele has represented include:

1-2-3, Balenciaga, Blackglama, Bulgari, Celine, Chloe, Christian Dior, Cia Maritima, Colcci, Dolce & Gabbana, Dolce & Gabbana perfume, DSquared2, Earl Jean, El Corte Ingles, Fashion Targets Breast Cancer, Gianfranco Ferre Studio, Giorgio Armani, Givenchy, Guerlain 'Champs-Elysees' fragrance, H & M, Ipanema, Jasmine Bridal Wear, Jean Paul Gaultier, Karl Lagerfeld, Lanvin 'Oxygene' fragrance, Loewe, Milady, Milk, Missoni, Nivea, Nocturna, Pantene, Polo Jeans Co., Ralph Lauren, Rossel, St John, Strenesse, Valentino, Versace, Victoria's Secret, Victoria's Secret 'Dream Angels Heavenly' & 'Pink' fragrances, Vivo, Zara and Zoomp.

This past April, prior to the opening of Louis Vuitton Maison, I had the opportunity to purchase handbags in Hong Kong.

If you were to ask me which luxury brand stood out the most, I would say Louis Vuitton.

The women with whom I traveled were as happy getting their picture taken in front of a King Kong-sized Louis Vuitton trunk in Hong Kong, as they were coming home from Shenzhen with fabulous Christmas gifts. Well, almost as happy.

Too bad we can't take Mr. Jacobs along this spring to make sure we're buying the real thing.

Then again, we can go to the one Louis Vuitton shop in Hong Kong and make sure of it.

Louis Vuitton's flagship store is located at the Landmark in Central, one of Hong Kong's business districts.

The three-level, 1,643 square-meter shop sells the complete range of luxury products, including trunks, suitcases, travel bags, leather goods, clothes, shoes and desk accessories.

LV's jewelry and watches are also offered.

It is the fourth ' Louis Vuitton Maison' in the world.

Yves Carcelle, Chairman and CEO of Louis Vuitton and LVMH Fashion Group, said last month, "We plan to open an average of two to three stores each year in China."

Ian Hawksworth (left), Carcelle (center) & Serge Brunschwig (right) Reuters Photo Credit: Paul Yeung

Ian Hawksworth, Louis Vuitton's executive director of Hong Kong Limited, Carcelle and Serge Brunschwig, Managing Director of Louis Vuitton Malletier were in Hong Kong last week for the opening of their latest store.

Last year, the international luxury fashion brand selected Hong Kong as one of four cities worldwide to host its 150th anniversary celebration.

The other three cities were Paris, New York and Tokyo.

Hong Kong is Louis Vuitton's Asia Pacific headquarters for fourteen countries in the region.

LVMH Group in China

In 2004, tourists spent about $11.85 billion in Hong Kong.

According to the Hong Kong Tourism Board, approximately 56 percent of their spending was on shopping.

A Tribute to Over 150 Years of Leathercrafting

For all the Louis Vuitton fans in our Rugged Elegance community who do not have $800 to spend on a beautiful handbag, or perhaps have already done so and are looking for a holiday gift to compliment their bag, may we suggest Paul-Gerard Pasols' new book Louis Vuitton : The Birth of Modern Luxury.

Paul-Gerard Pasols, former communications director and longtime consultant to Louis Vuitton, explores the company's tradition of quality and innovation in the context of sweeping changes in society, art, culture, fashion, and, above all, travel.

Published by Harry N. Abrams, Inc. in November, the 616-page book, costs

Uma Thurman for LVMH

We loved Uma as the face of Louis Vuitton.

We will love Gisele as the luxury brand's new face.

Thank you Uma for inspiring us to invest in Louis Vuitton.

Gisele Bundchen in Hong Kong at Louis Vuitton 12.05 Opening

Gisele, as you raise your glass to Louis Vuitton in Hong Kong, we raise our glass to you.

For those who would like to share in our congratulations to Gisele for her new role, please write:

Gisele Bundchen
c/o IMG
304 Park Ave South, Penthouse North
New York NY 10010

Inspire & Be Inspired.

Here's to healthy, adventuresome, soulful, "glamorously fashionable" living!

~ Jennifer Carolyn King, Rugged Elegance, LLC