Louis Vuitton Cruise 2025 Ad Campaign

Review of Louis Vuitton Cruise 2025 Ad Campaign by Creative Directors Charles Levai and Kevin Tekinel and Photographer Jamie Hawkesworth with models Cara Schadel, Larissa Moraes, and Mona Tougaard

Louis Vuitton explores the architectural marvels of Barcelona with its Cruise 2025 campaign, created in collaboration with creative director duo Charles Levai and Kevin Tekinel and photographer Jamie Hawkesworth.

The collection’s runway show was presented at Barcelona’s Parc Guëll, Gaudí’s iconic masterpiece of Catalan modernism. Without referencing it too directly or literally, creative director Nicolas Ghesquière drew inspiration from this architectural fantasy by incorporating a subtly surreal lightness, a certain sensitivity for the angle or the twist, a playful use of unexpected textures, and a distinctly sculptural approach to silhouette.

The campaign continues this spatial conversation, exploring several of the city’s other gorgeous and unique architectural examples, from the whimsical curves of La Pedrera (also designed by Gaudí) to the modernist eccentricity and sweeping views of the Fundacio Joan Miró. Hawkesworth captures a trio of returning LV faces in dynamic portraiture framed by these distinctive spaces. Lit by golden-hour glow, these scenes emphasize a lush textural and formal interplay between the related disciplines of fashion design and architecture, while casting the muses who bring these looks to life as the epitome of a daringly elegant connoisseur of modernist expression.

While this approach to the Cruise campaign – putting the collection back in conversation with the travel destination that inspired it – is a very familiar one, here that design conversation feels so considered, and the images are so beautifully executed, that we don’t need anything else. Nicolas Ghesquière continues to do excellent work at the intersection of historical glamor, accessible artistry, and avant-garde experimentation, and the campaign perfectly captures the latest extension of that practice.