Louis Vuitton introduces its Spring Summer 2027 Men’s Trunk Campaign, featuring House Ambassador Callum Turner in a series of portraits and a short film photographed by Gregory Harris in New York City. The campaign presents the second Trunk Edition under Men’s Creative Director Pharrell Williams, focusing on refined wardrobe essentials, exceptional fabrics, and a personal approach to dressing. Through a sequence of everyday activities, Turner portrays a business traveller enjoying moments away from his professional schedule.
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The campaign develops the Trunk Editions concept through clothing that reflects Louis Vuitton’s approach to modern menswear. Williams brings together classic wardrobe references and contemporary comfort, concentrating on garments that maintain a polished appearance throughout the day. The collection places particular attention on materials and construction, allowing familiar designs to take on a distinctive character through their fabrics and finishing.
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Harris photographs the campaign on film, capturing close-up details that reveal the textures and construction of the garments. The images emphasize the collection’s restrained design language, with minimal branding allowing the clothing itself to remain the focus. Louis Vuitton’s signature VVN tabs provide a subtle identifying detail across the wardrobe, maintaining a connection to the House while directing attention toward the materials.
The collection introduces crisp cotton silk poplin, double-face cashmere vicuña, and cotton-cashmere indigo-washed denim across classic shirting, trousers, and jackets. These fabric choices establish the direction of the Trunk Edition, bringing a considered approach to everyday menswear. The pieces draw from traditional dressing codes while incorporating materials that support comfort and versatility.
Through the selection of fabrics, Williams explores the relationship between familiar wardrobe staples and the expectations of contemporary luxury. Shirts maintain their recognizable structure, while trousers and jackets follow the collection’s emphasis on refined proportions. Indigo-washed denim introduces a casual reference through its cotton-cashmere composition, extending the material direction into garments associated with everyday dressing.
For the campaign, Turner takes on the character of a business traveller during moments of personal time. The short film and accompanying portraits follow him through a sequence of activities, including a game of chess and reading the day’s newspaper. Other scenes show him spending time with his dog, enjoying afternoon tea, practicing a golf putt, and taking a moment to freshen up.
These activities establish the campaign’s cinematic direction, offering different situations in which the collection becomes part of the character’s daily routine. Turner’s performance connects the clothing with the habits and interests of the traveller, reflecting the Trunk Edition’s focus on a life guided by personal taste and curiosity.
The campaign also explores Louis Vuitton’s interpretation of dandyism through the character Turner portrays. His wardrobe reflects an individual approach to dressing, with classic pieces supporting the personality and circumstances of the wearer. The film develops this idea through small gestures and private activities, presenting menswear as part of a broader understanding of personal style.
