Emma Stone and Hoyeon in the new Louis Vuitton campaign: Autumn-Winter 2025-2026 gets on the bandwagon
Louis Vuitton unveils an elegant, cinematic campaign starring Emma Stone and Hoyeon, embodying an imaginary journey orchestrated by Nicolas Ghesquière.
Fashion as a departure, a passage, a suspended moment: for its Autumn-Winter 2025-2026 collection, Louis Vuitton transports us to a timeless platform, in a symbolic station setting where Emma Stone and Jung Hoyeon meet. Photographed by Ethan James Green, the campaign features a magnetic duo under the watchful eye of Nicolas Ghesquière, artistic director of the women’s collections for over ten years.
A setting between Paris and dreamland
Launched on July 16, the main visual takes us back to Paris, since the collection was presented last March at the Gare du Nord. This emblematic Parisian landmark becomes a narrative space, conducive to metaphors of the inner journey. Between Art Deco-inspired banquettes and low-angled lights, Emma Stone, Oscar-winning actress and muse of the house, shares the stage with Hoyeon, the Korean muse revealed by Squid Game. Together, they embody two poles of the same world: expectation and escape.
The collection: between strolling and power
Nicolas Ghesquière ‘s pieces navigate between classic codes and modern experimentation. Tartan, structured jeans, supple leather and flouncy dresses evoke femininity in motion. The idea? To explore transition, the immobile voyage, a concept dear to the house since its origins. We sense a very Parisian cinematic influence, like a tribute to those films where characters wander between two stations of emotion.
A gradual launch
The collection will be available for pre-order from July 25 on the official website, and in stores from August 1. Several iconic Parisian addresses are expected to be involved, including Louis Vuitton Maison Vendôme and the Champs-Élysées.
Photographer Ethan James Green, a strategic choice
The company called on New York photographer Ethan James Green, whose work is distinguished by a contemporary attention to detail and a very human approach to portraiture. A contributor to Vogue and the Pirelli calendar, he infuses this campaign with a hushed yet resolutely modern tone, reinforcing its timeless character.
A new piece of leather goods is on the way
Last but not least, a new bag appears to be coming off the shoulder. Still kept secret, it appears briefly in several campaign shots. Knowing Louis Vuitton’s ability to launch icons in limited series, it’s a safe bet that it will become a must-have for the fall season.
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