Review of Louis Vuitton “Neverfull Inside Out” Fall 2024 Ad Campaign by Creative Director Nicolas Ghesquière and Photographer Julien Martinez Leclerc with model Sophie Turner
Louis Vuitton flips the bag campaign inside out with a new ad for its Neverfull bag, starring Sophie Tuner and captured by photographer Julien Martinez Leclerc.
The campaign highlights the latest incarnation of the house’s Neverfull bag, which reimagines the everyday icon with a new reversible structure – what was inside is flipped to the outside; the inside pocket printed with the Maison’s signature stamp becomes a defining outer detail.
Across the campaign imagery, Turner embodies the multifaceted, on-the-go woman for whom the bag was created: a stylish mover who gets things done, but can’t be pinned down. Leclerc’s imagery makes clever use of digital replication and blur to emphasize this dynamic energy across deconstructed urban scenery.
An accompanying short video, meanwhile, forms an excellent showcase of Tuner’s gravitas, wit, and humor, as she playfully plays a slight-of-hand magic trick, reversing the bag in a move she calls – wait for it – “The Turner.”
It’s a clever way to make the most of the talent, stardom, and digital connectedness of the campaign’s featured celebrity brand ambassador. Louis Vuitton shows real smarts in translating a single accessory’s core design concept into a clever narrative.
Louis Vuitton Women’s Creative Director | Nicolas Ghesquière
Photographer | Julien Martinez Leclerc
Model | Sophie Turner