The fall/winter 2025 men's campaign is shot by British photographer Harley Weir. Image courtesy of Louis Vuitton
French fashion house Louis Vuitton is bringing its fall/winter 2025 men’s collection to life.
The maison has unveiled an accompanying campaign for the line, co-designed by creative director Pharrell Williams and his longtime collaborator, Japanese fashion designer and creative director of French fashion label Kenzo NIGO. Shot by British photographer Harley Weir, the effort features the debut of the LV Buttersoft sneaker, and is supported by a temporary retail space in New York City.
Collection premiere
Filmed at Japan’s Site of Reversible Destiny, the men’s fall/winter 2025 collection is filtered through elements of dandyism, uniforms and Japanese cultural references in the new campaign.
The line integrates the streetwear language that has long connected Mr. Williams and NIGO since the early 2000s.
The line's patterned coats, embroidered tailoring and textural accessories are captured against the surreal art site’s architecture. Image courtesy of Louis Vuitton
In campaign imagery and short video vignettes, models traverse the pastel-toned structures of the park wearing the new designs. Patterned coats, embroidered tailoring and textural accessories are captured against the surreal art site’s architecture.
Louis Vuitton has also carried the campaign into retail, opening a dedicated Soho pop-up to promote the collection’s arrival in stores.
Pairing campaigns with pop-ups
Pieces including ready-to-wear, leather goods, shoes and accessories, along with the newly-debuted LV Buttersoft sneaker – the footwear was recently featured in a campaign starring British actor and ambassador Callum Turner (see story) – are featured prominently in-store.
Located at 104 Prince Street, the immersive space mirrors the campaign’s cinematic feel.
Louis Vuitton has also carried the campaign into retail, opening a dedicated Soho pop-up to promote the collection’s arrival in stores. Image courtesy of Louis Vuitton
Visitors enter through LED cubes playing show footage before encountering a sculptural installation modeled after the Paris runway set.
Inside, a Charms and Accessories Bar invites customization, continuing the campaign’s emphasis on personal expression, while a fisheye-lens photo moment recreates a visual element from the Paris show.
The Louis Vuttion fall/winter 2025 men's pop-up will remain open through the beginning of August.