Louis Vuitton shakes up Fashion Week Paris 2025
Louis Vuitton is betting more than ever on cultural staging at this Fall-Winter 2025 Fashion Week. Between the new Express bag, which modernizes the Speedy icon, and a free Art Deco exhibition in Paris, the house is reinforcing its heritage by confronting it with spectacular modernity.
A parade rooted in the history of travel
The Autumn-Winter 2025 women’s show, designed by Nicolas Ghesquière, was held in an old railway building opposite the Gare du Nord. This symbolic setting recalls Louis Vuitton’s
The new Express bag, highlighted during the show, modernizes the Speedy by reinterpreting its historic codes. The accompanying campaign, embodied by Emma Stone and Hoyeon, illustrates the house’s ability to combine heritage and innovation. Unlike other fashion houses participating in Fashion Week, Vuitton chose to emphasize the emotional narrative and metaphor of departure.
Pharrell Williams and the male breath
Since 2023, Pharrell Williams has brought a bold cultural vision to the artistic direction of the men’s line. In June 2025, his SS26 collection, inspired by Indian aesthetics and the film “The Darjeeling Limited”, was revealed at the Centre Pompidou with a scenography designed by Studio Mumbai. The multiplication of collaborations with the artistic world reveals the designer’s ambition to open up new perspectives.
At the presentation, Pharrell accompanied the show with his own soundtrack, reinforcing the fusion between music and fashion. Many local critics agree that his approach broadens Louis Vuitton’s international reach while rooting its codes in Parisian tradition.
When heritage meets culture
At the same time, the brand inaugurated an Art Deco exhibition open to the public in a Paris center. This free event illustrates the brand’s desire to increase the link between haute couture and visual culture. Art Deco, a major style of the 1920s-1930s, resonates today with the brand’s visual heritage, anchoring its communication in a heritage of legitimacy.
Since our last visit, we’ve noticed that the exhibition attracts both architecture and fashion enthusiasts. The organizers highlight archival pieces and loaned works, revealing an unprecedented dialogue between contemporary craftsmen and historical aesthetics.
Industry professionals agree that this emphasis on free exhibitions positions Louis Vuitton as the crossroads of culture and luxury. Unlike other fashion players, the approach is not merely commercial, but helps reinforce the house’s cultural authority.
“A bag with strong symbolic value, modern and heritage” – Nicolas Ghesquière, Artistic Director for Women
An immersive strategy for Fashion Week
The Louis Vuitton experience is not limited to the catwalk. Immersion has become a watchword, with constant storytelling linking past, present and future. The railway set, the requisitioned museums, the use of music and audiovisual creations all reflect a desire to offer a multi-sensory experience.
Many visitors report that the house succeeds in creating a universe that goes beyond the simple presentation of clothes. These initiatives contrast sharply with more traditional formats, affirming Vuitton’s superiority in commercial and cultural staging.
“A ‘mind-expanding instinct’ aligned with the house’s heritage” – Pharrell Williams, Artistic Director Homme
Perspectives and a reaffirmed heritage
The company’s sales, exceeding 20 billion euros in 2024, prove the effectiveness of this dual strategy of heritage and innovation. The immediate future lies in the extension of the exhibition and the next stages of Fashion Week, which runs until October 7, 2025.
Current trends confirm that Louis Vuitton’s commitment is moving towards a stronger integration of culture in its creations. Iconic bags and accessories are being redefined to appeal to a new cosmopolitan clientele, while immersive events are consolidating the loyalty of long-standing customers.
Ultimately, the enhancement of the Express bag and the pursuit of multimedia content, notably through Pharrell Williams, will position Louis Vuitton as a pioneer of experiential luxury. These elements point to a future in which Paris remains at the center of the brand’s global influence.
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