View all newsletters
Latest in Luxury - Sign up to our weekly newsletter
  1. Style
  2. Men's Style
4 weeks agoupdated May 20, 2024

Louis Vuitton Revives Core Values with Roger Federer and Rafa Nadal

Louis Vuitton embarks on a new chapter with a tale of friendship and legendary careers.

By Ella Danson

Louis Vuitton’s Core Values campaign, known for celebrating profound stories and cultural icons, makes a monumental return after 12 years. This revival features tennis titans Roger Federer and Rafael Nadal on a mountain ascent in Italy’s Dolomites.

Renowned for merging luxury with the art of travel, Louis Vuitton embarks on this new chapter with a tale of friendship and legendary careers, as captured by the renowned photographer Annie Leibovitz.

Nestled in the northern Italian Alps, the Dolomites offer a pristine backdrop of rugged peaks and serene alpine vistas. It’s here that Louis Vuitton chose to stage its latest campaign, where the peaks and valleys mirror the journey of Federer and Nadal, from rivalry to friendship and from challenge to triumph.

This journey to the peaks of the Dolomites is not just a narrative about travel and luxury; it is a symbol of overcoming challenges, setting new standards, and leaving a lasting legacy.

[See also: Chopard at Cannes: A Legacy of Artistry and Cinema]

Roger Federer Rafael Nadal
Roger Federer and Rafael Nadal, two of the greatest tennis players of all time / ©Louis Vuitton

[See also: Louis Vuitton Unveils Crafting Dreams in New York City]

Roger Federer and Rafael Nadal, long-time rivals turned friends, share a unique camaraderie that transcends the typical narratives of sportsmanship. “For me, being part of this campaign is a proud moment, especially sharing it with Roger, who has been my biggest rival and now a close friend,” Rafael Nadal reflects on his involvement.

Roger Federer shares similar sentiments, emphasizing the significance of their location: “Being here, at the peak of the mountains, embodies everything—it’s meaningful and special.”

Celebrated photographer Annie Leibovitz perfectly captures the story beyond mere physical challenges, touching the peaks of personal achievement, friendship and iconic status. With Federer sporting the classic Monogram Christopher backpack and Nadal the Monogram Eclipse version, they are perfectly equipped to reach new heights.

Content from our partners
The Gulfstream G700: Qatar Executive's Latest Aircraft
Here Are Two Amazing Road Trips Through Undiscovered Spain
Exploring the Remote Flores Archipelago with Silolona Sojourns

[See also: Savile Row Tailor Richard Anderson on Outfitting New York]

Behind the scenes of the campaign
Behind the scenes with celebrated photographer Annie Leibovitz / ©Louis Vuitton

[See also: $17m One-off Patek Philippe Leads Sales at 10th Edition of Only Watch]

The Core Values campaign has always been about more than just promoting luxury products. It is about telling stories that resonate on a human level, stories that inspire and uplift. Historically, the campaign has featured an array of global icons from Angelina Jolie to Muhammad Ali, each set against diverse locales telling a story of personal achievement and exploration.

This storied campaign underscores the Maison’s long tradition of collaborating with exceptional individuals who have not only achieved greatness but have also embarked on meaningful personal journeys.

The campaign celebrates reaching new heights both literally and metaphorically, and how Louis Vuitton is about more than physical items; it is a companion in the consumer’s journey. ‘There are Journeys that turn into Legends’ is not just a tagline; it’s a reminder that true legends are not just defined by what they achieve but by how they inspire others on their journey, especially when equipped with Louis Vuitton.

Select and enter your email address Be the first to know about the latest in luxury lifestyle. Get the latest news on hotel openings and in-depth travel guides. Get insider access to exclusive promotions and special offers from our luxury partners.
Visit our privacy Policy for more information about our services, how Progressive Media Investments may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
Thank you

Thank you for subscribing to Elite Traveler.

Websites in our network