Louis Vuitton Fall 2024 Men's Ad Campaign

Review of Louis Vuitton Fall 2024 Men’s Ad Campaign by Creative Director Juan Costa Paz of Convoy and Photographer Colin Dodgson with models Ronnie Davis, Clement Chabernaud, Kyosuke Akiyoshi, Luke Champion, Rayan Lamarre, and Ridzman Zidaine

Louis Vuitton saddles up: the brand’s Fall 2024 men’s campaign takes Pharrell Williams’ cowboy-inspired collection on a joyride through the American West. To create the campaign, Williams teamed up with creative director Juan Costa Paz of Convoy and photographer Colin Dodgson.

Fall 2024 saw Williams dive into the iconic aesthetic legacy of the cowboy, infusing into his dandy-inspired and streetwear-influenced style turquoise and silver details, utilitarian leatherwork, and lots of embroidered flair.

The campaign fittingly puts this luxuriously elevated Americana in its natural habitat: the stunning natural scenery of the Rocky Mountains. Reaching the epic scale of classic western films, Dodgson’s imagery sees his modern-day luxury cowboys ride their trusty steeds (whether a horse or a truck) through snow-laden mountain valleys or soak in the beauty of nature after a day of adventure. While offering a rich look at the details of the collection, the photographs also impressively capture that existential yet romantic and freeing feeling of being alone in the great big world.

Both intricately crafted and epic in scale, the Fall 2024 men’s collection was an impressive synthesis of one contemporary culture’s most enduring icons of masculinity – the cowboy – with Pharrell Williams’ graphic yet sophisticated take on Louis Vuitton. Though, like the collection, the campaign doesn’t take any risks, it fittingly extends this narrative of chic Americana on a grand scale.