Review of Louis Vuitton Women’s Fall 2025 Ad Campaign by Photographer Ethan James Green with models Emma Stone and Hoyeon
By Sonya Moore
Louis Vuitton’s latest campaign for Fall/Winter 2025 arrives as a quiet meditation rather than a grand declaration. Photographed by Ethan James Green, the series stars House Ambassadors Emma Stone and Hoyeon in a study of composure and reflection. Following the runway show’s setting at Paris’s Gare du Nord, Nicolas Ghesquière continues his exploration of the emotional dimensions of travel—but this time, the journey takes place almost entirely within.
The mise-en-scène is unexpectedly domestic. Antique tapestries, tufted couches, and neutral sofas replace sweeping landscapes or transit hubs. Instead of charging forward, the protagonists recline—suggesting not arrival or departure, but a pause. There is beauty in that pause: richly colored garments, tactile layering, and subtle accessories—especially the new Express bag, a contemporary revival of the 1930s Speedy—play against the stillness. The images are undeniably polished, yet their horizontality and restraint hint at emotional ambiguity rather than narrative progression.
That ambiguity is both the campaign’s strength and its limitation. On one hand, it subverts the typical wanderlust-driven tropes that often accompany luxury travel campaigns, in favor of something more internal, even cinematic. The casting of Stone and Hoyeon does much of the heavy lifting: both actresses bring nuance to the otherwise muted imagery, creating quiet tension between stillness and suggestion. Together, they bridge East and West, legacy and modernity.
On the other hand, the campaign risks feeling underdeveloped—more like a well-styled lookbook than a fully fleshed-out visual story. While the press release speaks of a “multitude of stylistic narratives,” what we’re given is more a mood than a message. The setting does little to further the house’s own mythology of movement, especially when compared to the cinematic sweep of the menswear campaigns or past women’s campaigns staged in breathtaking locales. It’s as though the visuals are content to hint rather than speak.
Still, there’s value in this moment of restraint. Perhaps the campaign’s quietude is strategic: an interlude before a new crescendo. In a market saturated with spectacle, Louis Vuitton’s decision to hold back feels almost radical. And placed in the right context—say, on a billboard above a bustling avenue—it may resonate even more, offering a rare moment of stillness and contemplation. But as the house leans deeper into global storytelling and the symbolism of travel, one wonders whether a bolder emotional register—or even a more pronounced point of view—will be necessary to keep pace.
Because not all journeys need a map—but some do benefit from direction.
Photographer | Ethan James Green
Models | Emma Stone and Hoyeon