Louis Vuitton has unveiled its Fall/Winter 2025 women’s campaign featuring the house’s ambassadors, Emma Stone and Jung Hoyeon.
The campaign redefines the Fall/Winter collection presented by Nicolas Ghesquière at Paris’ Gare du Nord in March 2025. Set in a bustling train station—a space where travelers cross paths, part ways, and sometimes meet by chance—the imagery, captured by photographer Ethan James Green, vividly expresses the emotional essence of travel: the thrill of departure, the sorrow of separation, and the anticipation of the unknown, all rendered through a modern lens.
At the center of the campaign is the latest signature bag designed by Ghesquière, the Express. Both feminine and functional, this new model embodies a spirit of adventure and allure, marking the beginning of a new chapter for Louis Vuitton. The bag is a modern reinterpretation of the “Express,” the original name of the now-iconic “Speedy” introduced in the 1930s. Crafted from grained leather and suede calfskin, the Express combines timeless elegance with refined craftsmanship. Monogram Canvas handles, a key bell, gold-tone padlock, and Monogram jacquard lining elevate the piece with signature house details.
In the campaign styling, Emma Stone wears a floral velvet slip dress and a tartan blouse with a ruffled collar, paired with mustard cowboy boots—blending classic femininity with a touch of playful charm. Known for her acclaimed roles in La La Land and Poor Things, Stone has been featured in multiple Vuitton campaigns since 2018 and once again exudes effortless presence.
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Jung Hoyeon appears in an 80s-inspired batwing sweater and skirt set, as well as a black velvet blouse styled with leather cargo shorts—embodying the look of a contemporary traveler. Following her global breakout in Squid Game, this marks her return to a Louis Vuitton campaign, following her previous appearance in the Fall 2023 visuals also shot by Green.
The collection and the “Express” bag will be available for exclusive pre-launch at select stores starting July 25, with online pre-orders launching on the same day. A global rollout is scheduled for August 1. Additionally, a new campaign focused on leather goods is expected to debut in October.
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