Lựu đạn 'The Getaway Car' Fall 2025 Ad Campaign

Review of Luu Dan ‘The Getaway Car’ Fall 2025 Ad Campaign by Creative Director Annissa Esanty with Photographer Claryn Chong with models Becky Tun Pe, Lara Lizarondo Swift, Akiko Haruna, April G

Luu Dan’s Fall 2025 campaign “The Getaway Car” is a high-octane ride through rebellion, rawness, and radical community. Directed by Hung La and shot by Claryn Chong, the visual narrative takes place entirely inside (and sometimes spilling out of) a 1975 Cadillac, casting the Bugeisha Club—a collective of female martial artists and stuntwomen—as the chaotic crew behind the wheel. These aren’t just campaign images; they’re cinematic stills from a movie we wish existed, each frame teeming with adrenaline, attitude, and agency.

The genius lies in the juxtaposition. Sure, there’s danger and grit—money flying, masks pulled tight, steel flasks clenched—but there’s also laughter, sisterhood, and absurdity. One moment the gang is mid-getaway, the next they’re mid-lunch break, a hostage caught between pork buns and poker chips. Luu Dan thrives in this dissonance, where power and play collide. The use of archetypes like “Crazy Jane” and “The Newcomer” aren’t clichés—they’re entry points into a mythos that’s being rewritten by women who aren’t asking for permission.

Visually, the campaign is electrifying. The saturated glow of streetlights hitting glossy leather, the feverish red of the logo splashed across every frame like a warning label—it’s punk, but polished. There’s a palpable confidence in the scale and placement of the branding, almost daring the viewer to look away. You can’t. The styling, too, carries a cinematic sharpness: oversized gold chains, tactical gear, lingerie with blades. These aren’t clothes for posing—they’re uniforms for battle.

What makes this campaign truly subversive is its sincerity. The Luu Dan woman isn’t cosplaying gangster glamour—she is the gangster. There’s no male gaze to satisfy here, no borrowed swagger. Instead, we get something rarer: women commanding their own mythologies, navigating power on their own terms, with laughter, rage, and loyalty in equal measure. As La puts it, this is a story about the women who actually show up—at the parties, at the rallies, in the trenches of real life—and deserve to see themselves in the brand they wear.

The behind-the-scenes effort reflects the same ethos. An all-female, POC crew brought this vision to life—proof that inclusivity isn’t just in front of the lens. It’s part of the infrastructure. This alignment between message and method gives the campaign its credibility; it’s not just about representation, but about authorship. These are the women who are not only starring in the story—they’re writing it.

In a fashion landscape often flooded with overproduced sameness, Luu Dan’s “The Getaway Car” campaign swerves sharply in the other direction—loud, unruly, unbothered. It’s a love letter to the ride-or-dies, the disruptors, the homegirls with heat. And yes, it’s also a reminder: you don’t have to belong to take the wheel. You just have to want it bad enough.