Louis Vuitton has unveiled its Women’s FW25 campaign, featuring House Ambassadors Emma Stone and Hoyeon Jung. Shot by Ethan James Green, the campaign draws directly from the setting of the runway show held last March inside Paris’ Gare du Nord. The train station serves as a narrative starting point, reinforcing Nicolas Ghesquière’s focus on movement, departure, and encounters.
The show explored moments of travel through the emotional charge of a station platform, where people meet, leave, and return. With the train station as both setting and concept, Ghesquière constructed a series of looks that reflect shifting identities, distant destinations, and emotional flux. Through a wide range of silhouettes, materials, and textures, the collection reflects his evolving idea of travel: spontaneous, cinematic, and rooted in personal transformation.
Emma Stone and Hoyeon Jung return to the campaign as central figures, embodying two distinct yet connected paths. Stone, known for her roles in La La Land, The Favourite, and Poor Things, brings her established cinematic presence to the imagery. Hoyeon Jung, who emerged on the global stage through Squid Game, brings the energy of change and global reach. Together, they carry the visual narrative through moments of stillness, anticipation, and movement, staged within the arches and platforms of the Parisian train hub.
The campaign also introduces a key accessory: the Express bag. Designed by Nicolas Ghesquière, this new model reflects a design evolution drawn from the original Speedy bag, first introduced in the 1930s under the name “Express.” Ghesquière reimagines this archival piece through a new lens, crafting it in grained leather and velvet calfskin. Monogram Canvas appears on the handles and key bell, while gold-tone hardware and jacquard lining emphasize Louis Vuitton’s identity through subtle but recognizable details.
With its curved lines and compact volume, the Express bag serves both visual and functional roles. It ties the themes of the campaign together, offering a nod to historic travel while anchoring the collection in tactile modernity. The double-zip closure and padlock maintain the house’s design codes, while the materials update the bag for contemporary use.
Louis Vuitton will open digital pre-orders for the Fall Winter 2025 collection and the Express bag on July 25th. A limited pre-launch will take place in selected stores worldwide ahead of the full global release on August 1st.
