Review of Louis Vuitton Leather Goods Spring 2024 Ad Campaign with Photographer Ethan James Green with models Chu Wong, Ida Heiner, and Sacha Quenby
Louis Vuitton sets sail with a new Spring 2024 campaign highlighting its signature leather goods. The nautical campaign was photographed by Ethan James Green.
The imagery finds its trio of iconic LV faces – Chu Wong, Ida Heiner, and Sacha Quenby – voyaging on sailing yacht in the calm waters of a tropical island paradise that may be Bali or Fiji. Sweeping drone footage is woven together with detail shots that see their long hair blow in the breeze and catch the sun, their Louis bags always close at hand.
These leather bags, however, do feel a bit out of place in this location, and this discrepancy is emblematic of the campaign’s wider problems – a lack of distinct narrative and brand identity. Aside from the logos, there’s nothing about this campaign to set it apart from, say, a Michael Kors or even a Mango summer campaign. It just feels a bit generic – which isn’t helped by the fact that its choice of soundtrack, “Sail Away” by The Rapture, is extremely 2011.
For what it is, the imagery is well executed, but we know Louis Vuitton can do a lot better. “The Art of Travel” is one of the house’s defining characteristics, but this campaign has the travel without the art; it doesn’t bring the artisanal direction, unique perspective on luxury, and recognizable character that we have come to expect from the brand.
Louis Vuiton Women’s Creative Director | Nicolas Ghesquière
Photographer | Ethan James Green
Models | Chu Wong, Ida Heiner, and Sacha Quenby
Music | “Sail Away” by The Rapture