Louis Vuitton Twist Bag Fall 2021 Ad Campaign

Review of Louis Vuitton ‘Eileen Gu and the Twist’ 2021 Ad Campaign by Creative Directors Charles Levai and Kevin Tekinel, Photographer Carlijn Jacobs, and Director Albert Moya with Talent Eileen Gu

Ski champion Eileen Gu shreds in style in a new campaign for Louis Vuitton. Highlighting the maison’s Twist bag, the campaign features creative direction from Charles Levai and Kevin Tekinel, photography by Carlijn Jacobs, and film direction by Albert Moya.

Fresh off of winning three medals at the Dew tour (including gold in halfpipe) and being accepted to Stanford, the 18-year-old freestyle skier somehow also found time to chill out in the Dolomites, where Jacobs captured her in a range of sporty-chic looks.

Framed against the mountains and the futuristic lines of a modernist concrete structure, the Twist bag’s slick hardware harmonizes with the star’s dynamic energy, as well as that of the alpine surroundings.

With magazine covers, including Vogue, and several campaigns already under her belt, Gu is making an exciting entry into the world of fashion, even as she continues to lead her sport and set her sights on next year’s winter Olympics. Women’s creative director Nicolas Ghesquière has an eye for unique and impressive personalities, and he is humbly wise to bring Gu into the Louis Vuitton fold, as her star is only going to continue to rise.

15-year-old me would have never believed that one day her seemingly intangible ambitions of shooting a campaign with Louis Vuitton would come true, without having to sacrifice any of her other passions. Shooting in the Italian Dolomites (where I won my first freeski World Cup) with my dream brand really made me feel celebrated for my full identity, and just goes to show that truly anything is possible if the right people believe in you and your vision.
– Eileen Gu via Instagram

It’s exciting to see Louis Vuitton work with such a uniquely inspirational young star, and the resulting campaign speaks for itself.