Louis Vuitton launches its Autumn 2025 campaign featuring Emma Stone and Hoyeon Jung, showcasing the new luxury Express bag.
Louis Vuitton presents its Autumn 2025 campaign with two of its most recognised ambassadors: Emma Stone and Hoyeon Jung. The iconic French house is banking on the power of global celebrities to unveil its new star bag, the ‘Express’, a contemporary reinvention of the classic ‘Speedy’ that promises to become one of the season’s most coveted accessories.
The campaign was shot by Ethan James Green, known for his elegant and timeless editorial style. The images depict Stone and Jung in settings that blend antique and modern sofas, evoking the nostalgia of train travel — one of the main inspirations behind the collection designed by Nicolas Ghesquière. The styling plays on the duality between classic and contemporary, reflecting the essence of Louis Vuitton’s DNA.
Emma Stone wears pieces including a velvet slip dress with floral print and a tartan blouse with a white collar, paired with jeans and cowboy boots. This is not the Oscar winner’s first collaboration with the maison: Stone has previously fronted other iconic launches, such as the ‘Capucines’ and ‘Dauphine’ bags. Her presence in the campaign reinforces the connection between Hollywood elegance and the brand’s heritage.
Meanwhile, Hoyeon Jung, who gained worldwide recognition with the series ‘Squid Game’, appears in 1980s-inspired outfits, such as a wide-sleeved jumper, a structured skirt, and leather cargo shorts paired with a black velvet blouse. Jung has worked with the brand on previous campaigns, including the Twist bag in 2022, establishing herself as one of Vuitton’s new muses.
The new ‘Express’ bag represents an evolution of the classic ‘Speedy’, introducing materials such as grained leather and velvet calfskin. Details include Monogram canvas handles, a gold padlock, and an interior jacquard lining featuring the iconic monogram. This reinterpretation aims to appeal both to loyal followers of the brand and a new generation of consumers.
The campaign will launch in print media on Tuesday, followed by a special campaign focused on the leather goods line during October. Both the Autumn collection and the ‘Express’ bag will be available for digital pre-order from 25 July, with a global in-store launch scheduled for 1 August.
With this offering, Louis Vuitton consolidates its strategy of combining heritage, modernity, and influential celebrities to capture global attention and reaffirm its position as a leader in the luxury industry.
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