Louis Vuitton: Collective Play

Jul 2025

Louis Vuitton explores casual social dynamics in Collective Play, a fashion campaign focused on the tension of a card game. Captured by photographer John Yuyi, the series leans into a documentary-style approach, placing a group of models within a spare, institutional interior. Fashion editor Matthew Henson anchors the aesthetic, opting for tailored coats, blazers, and varsity jackets that create a sharp, polished contrast against the minimalist setting. Natural light serves as a primary technical element, casting warmth across the compositions and highlighting the candid interactions between the subjects. With hair styling by Karim Belghiran and makeup by Aurore Gibrien, the project balances contemporary luxury codes with editorial precision. The work features Felix Clark and Suyong Jung among a diverse ensemble cast.

Editorial, Horizontal, Warm, Clean

Natural light

Advertising Campaign