Hoyeon Stars in Louis Vuitton’s First La Beauté Campaign

Louis Vuitton has introduced its first La Beauté Louis Vuitton campaign, unveiling the debut makeup collection under the artistic direction of Dame Pat McGrath. This marks a historic moment for the House, as it steps into the beauty category with a vision that bridges artistry, luxury, and lifestyle.

BEAUTY

The campaign, shot by Steven Meisel and directed by Damien Krisl, features House Ambassador Hoyeon alongside models Ida Heiner, Chu Wong, and Awar Odhiang. Set against surreal desert landscapes and pastel dreamscapes, the visuals capture Louis Vuitton’s redefinition of beauty as both an experience and a creative discipline.

The inaugural collection includes 55 shades of LV Rouge lipsticks, 10 luminous LV Baume lip balms, and 8 LV Ombres eyeshadow palettes. Designed with refillable packaging by Konstantin Grcic, the products nod to Louis Vuitton’s trunk-making tradition while carrying McGrath’s unmistakable touch of innovation.

La Beauté Louis Vuitton launches exclusively in China on August 20, 2025, ahead of its global release on August 29 in select stores and on louisvuitton.com, following worldwide digital pre-orders on August 25.

For a closer look at the campaign and the complete collection, visit our sister site Beauty Scene.