Review of Louis Vuitton Men’s Fall 2023 Ad Campaign Designed by Louis Vuitton Studio Prêt-à-Porter Homme
Louis Vuitton explores the concept of transition through design and dressing with its Fall 2023 campaign.
Across both ready-to-wear and accessories, the Fall collection – created by the house’s design studio prior to the takeover of new men’s creative director Pharrell Williams – explores ideas of hybridity and dialogue. Whether it’s a cross-generational approach that mixes classic tailoring with a youthful cool or bags and garments that hybridize familiar categories, the collection proposes that season of change call for approaches to dressing that are similarly evolutionary.
The campaign imagery takes up this theme by transforming a retro-looking office – a location of workplace sobriety and dated ideas of masculine domination – into a place of play and fantasy. Office chairs defy gravity; gusts of wind sweep through the curtains to scatter documents around the room like confetti. Among it all, the protagonists maintain an air of dignified cool, seemingly prepared for anything and ready to take it on in style.
Akin to recent campaigns we’ve seen from Gucci, who are in a similar period of creative transition, Louis Vuitton’s interim campaigns have the challenge of maintaining a recognizable brand identity and achieving a meaningful visual narrative without overshadowing or obscuring the incoming change of direction. A smart response is to champion exciting takes on house codes through simple yet sharp visuals, and here Louis Vuitton has done just that.
Louis Vuitton Creative Director | Louis Vuitton Studio Prêt-à-Porter Homme
Photography | Courtesy of Louis Vuitton