Review of Louis Vuitton Men’s Fall 2025 Ad Campaign by Photographer Harley Weir
The Louis Vuitton Fall/Winter 2025 Men’s campaign explores the legacy of collaboration, nostalgia, and futuristic flair under the co-creative direction of Pharrell Williams and NIGO. Shot by Harley Weir at Japan’s Site of Reversible Destiny, the campaign leans into the strange geometry and dreamlike slopes of the location to amplify the collection’s visual vocabulary: cartoonish checks, flared silhouettes, softened tailoring, and streetwear with a dandyish twist.
Monogrammed baseball jerseys, pink canvas bags, cherry blossom motifs, and oversized shades suggest a playful reinterpretation of both Japanese codes and Louis Vuitton iconography. The clash of tradition and experimentation is intentional, with the structure of the garments—oversized jackets, sharply cut suits, bootcut denim—mirroring the site’s own disorienting yet precise architecture. Through each frame, the models become avatars of an imagined world, fashioning themselves as explorers of the past and future.
A notable strength of the campaign is its sense of worldbuilding. It doesn’t just present clothes but situates them in an uncanny terrain that echoes the collection’s layered cultural references—from Edo-era floral motifs to 2000s skatewear. Yet, while the visuals are cinematic and atmospherically rich, some compositions feel more editorial than commercial. The styling occasionally risks overwhelming the garments themselves, especially when prints and accessories collide in a single look.
Still, the campaign ultimately succeeds as a statement of intent for the Williams-NIGO partnership: nostalgic, global, and visually bold. It positions Louis Vuitton not only as a luxury house but as an ever-evolving cultural playground, where art, fashion, and architecture meet.
Louis Vuitton Men’s Creative Director | Pharrell Williams
Co-Designer | NIGO
Photographer | Harley Weir
Location | Site of Reversible Destiny, Yoro Park