Louis Vuitton

Louis Vuitton, Fall/Winter 2012, Paris, March 2012 Marc Jacobs had a steam train pull into the Louvre. A steam-spewing locomotive rolled along tracks laid in the museum's Cour Carrée, and each model stepped down trailed by a valet carrying Louis Vuitton hat boxes and vanity cases. The genius is that the set sells the product without a single sign: the luggage becomes the point of the story. It is the most complete piece of theater on this list, with an arrival, a supporting cast and a plot anyone in the room could follow.