Louis Vuitton Finds Its Form in Nature
Review of Louis Vuitton Fall 2026 Ad Campaign by Creative Director Charles Levai, Kevin Tekinel, Romain Wygas with Photographer Jamie Hawkesworth with models Awar Odhiang, Chu Wong, Libby Taverner, Lily Vander Meeden, Noor Khan
For Louis Vuitton, the journey has always been part of the destination. The house’s Fall 2026 women’s campaign returns to the landscapes of the Jura Mountains, the birthplace of founder Louis Vuitton, drawing on the natural environment as a point of departure for Nicolas Ghesquière’s latest vision. Photographed by Jamie Hawkesworth and directed for film by Romain Wygas, the campaign connects the house’s origins with its continuing interest in movement, architecture, and the possibilities of modern dress. It is a fitting setting for a collection that looks backward for inspiration without appearing inclined to stay there.
The Jura landscape provides more than a historical reference. Its natural forms and sense of scale offer a conceptual counterpoint to Ghesquière’s sculptural silhouettes and refined approach to savoir-faire. The campaign positions the collection within this relationship between organic inspiration and constructed form, allowing the surroundings to reinforce the architectural character of the clothes. Hawkesworth’s involvement brings an observational sensibility to the project, while Wygas extends the campaign into film, giving the collection a broader visual language across its 360-degree presentation.
At the center of the accessories story is the Multipass bag, a design that reflects Ghesquière’s interest in combining distinctive form with practical adaptability. Its architectural silhouette and versatile construction speak to Louis Vuitton’s longstanding relationship with travel, while the introduction of a mini version brings a more compact expression to the design. The smaller format is a natural extension of the original concept, offering a fresh proportion without abandoning the bag’s defining character. In a market where newness often arrives through incremental changes, a considered shift in scale can be more persuasive than an entirely new proposition.
The campaign’s strongest idea is its connection between place, product, and house identity. Returning to the Jura Mountains gives the collection a point of origin that feels specific to Louis Vuitton, rather than relying on an interchangeable luxury backdrop. The landscape also creates an opportunity to explore the tension between nature and architecture, a contrast that has long informed Ghesquière’s approach to fashion. The result is a campaign grounded in heritage but directed toward contemporary expression.
There is an opportunity, however, for the natural setting to become more than an atmospheric reference. The relationship between the landscape and the collection’s silhouettes could offer a particularly compelling visual dialogue, especially when the campaign is built around the idea of nature informing form. The Multipass bag’s adaptability also provides a practical narrative that could be explored more explicitly alongside its sculptural appeal. The strongest fashion imagery often succeeds when its conceptual ambitions and the physical qualities of the product are equally legible.
Ultimately, the Jura Mountains offer Louis Vuitton something more enduring than a picturesque setting: a reminder that even the most forward-looking journeys begin somewhere. Ghesquière’s challenge, as ever, is to make that point of origin feel like the beginning of something new.
Creative Director | Charles Levai, Kevin Tekinel, Romain Wygas
Photographer | Jamie Hawkesworth
Models | Awar Odhiang, Chu Wong, Libby Taverner, Lily Vander Meeden, Noor Khan