Louis Vuitton
Collective Play
Jul 2025
Louis Vuitton explores group dynamics and leisure in 'Collective Play,' a fashion editorial captured by photographer John Yuyi. The campaign leans into a documentary-style approach, featuring a group of models engaged in a card game within an institutional, sun-drenched interior. The imagery, styled by Matthew Henson, highlights structured silhouettes and tailored outerwear. The production utilizes natural light and analogue film techniques to create a clean, contemporary atmosphere throughout the series. Creative credits include hair styling by Karim Belghiran and makeup by Aurore Gibrien, with on-camera performances by Felix Clark and Suyong Jung.
Editorial, Horizontal, Warm, Clean
Natural light
Luxury Fashion Houses
Advertising Campaign
