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.
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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.
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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.
