Louis Vuitton

Aug 2026

The Summer Duties campaign for Louis Vuitton masterfully leans into a surrealist exploration of leisure, placing high-fashion sensibilities within the mundane rhythm of a seaside holiday. Through a series of cinematic vignettes, the project reimagines the traditional luxury fashion houses aesthetic by juxtaposing sharp tailoring with the absurd reality of performing domestic chores on a sun-drenched beach. Whether ironing a crisp white shirt on a promenade or coordinating a vintage cellular phone call while clutching a small chihuahua, the narrative channels a playful and nostalgic 1980s sensibility. Captured with a clear live-action technique, the imagery thrives on the contrast between the rigid structure of the clothing and the relaxed, hazy atmosphere of the coast. The warm, natural light enhances the soft cream, navy blue, and stark white palette, creating a cohesive visual language that feels both intimate and grandly staged. By embracing a wide static shot and deliberate composition, the filmic approach ensures every accessory becomes a focal point of this sun-soaked, lifestyle-driven odyssey. Creative direction from Quyen Mike elevates this commercial effort, resulting in a project that feels less like a traditional advertisement and more like a curated, retro-tinged memory of summer. The result is an evocative study of style that refuses to take its own opulence too seriously, ultimately defining a fresh, editorial vision for luxury seasonal storytelling.

Lifestyle, Commercial

Live-action Technique

Luxury Fashion Houses, Fashion