Louis Vuitton 'The Art of Gifting' 2025 Ad Campaign

Review of Louis Vuitton ‘The Art of Gifting’ 2025 Ad Campaign by Creative Directors Charles Levai & Kevin Tekinel with models Jonas Glöer and Lina Zhang

This Spring 2025 campaign from Louis Vuitton marks a quiet yet resonant celebration of motherhood and intergenerational love. Centered around the enduring symbolism of gift-giving, the visuals cast a warm light on the emotional intimacy between a mother and child, underscoring the house’s theme of memory, legacy, and affection. It is a gentle reminder that Louis Vuitton is not only a purveyor of objects, but also a narrator of moments.

Bathed in golden-hour light and framed by clear blue skies, the imagery exudes tenderness. The cast embodies familial affection through closed eyes, gentle embraces, and expressions of pure joy. The art direction is restrained but emotionally potent: Louis Vuitton’s classic gift wrap ribbon subtly slices through the frame, becoming both a graphic anchor and metaphor for connection. The styling is quietly luxurious—silk scarves, denim jackets, minimalist jewelry—anchoring the brand’s codes in lived experience.

One could argue that the visuals border on commercial catalog rather than high editorial, but this seems a conscious decision—emphasizing accessibility over abstraction. What’s most compelling is the way the campaign centers presence rather than product: the jewelry and scarves are accessories to love, not the other way around.